SC Johnson OFF!
Weather Company • 2024 - 2025
CREATIVE STRATEGY
DESIGN
MOBILE
ANIMATION
DIGITAL OUT OF HOME
WEB
BRAND MANAGEMENT
Client
SC Johnson
What I Did
Creative Strategy & Direction, Design, Animation
In 2024, The Weather Company entered a creative and data partnership with SC Johnson to help promote their OFF! line of bug repellents. The premise was precise: mosquito activity is directly correlated with weather conditions, like temperature, humidity, and precipitation patterns.Â
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My role as Creative Lead meant owning both the strategic direction and the executional craft — from initial concepting through final delivery across four formats. I worked directly with SC Johnson's brand team and The Weather Company's strategy and sales teams to shape a campaign that used weather triggers not as a targeting mechanic, but as the creative idea itself.
2024
The 2024 campaign was built on a core hypothesis: if we serve OFF! creative at the exact moment weather data signals elevated mosquito risk — high humidity, warm evenings, recent rainfall — the message lands as a useful, timely alert.
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I designed static and animated campaign creative across mobile app, web display, and DOOH — all dynamically triggered by real-time weather and location data. The campaign then expanded to include creative activations around buggy summer holidays like Memorial Day, 4th of July and Labor Day to drive purchases.
2025
For 2025, we made two parallel changes: expand our targeting to reach broader audience segments, and introduce deliberate creative variability across those segments to combat fatigue and drive relevance.Â
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We developed distinct creative directions for different audience profiles — each using the same weather data triggers, but speaking to different moments of need, different visual contexts, and different emotional registers. All still unmistakably OFF!. All still timed by weather. But built to resonate with specific people rather than everyone at once.
Results
+6.5%
sales lift
$10.2mm
incremental sales
$3.59
ROAS
improvement YOY
10x
