I partnered with Finish to evolve their brand identity from a standard kitchen staple into a purpose-led authority on water conservation and high-performance cleaning. I created digital assets for major national initiatives like the "#SkipTheRinse" campaign, where my goal was to change ingrained consumer behavior through persuasive, benefit-driven storytelling. I crafted copy for interactive social challenges, such as the "Finish 24-Hour Challenge," which gamified the dishwashing process to prove that our "Ultimate" formula could tackle the toughest dried-on stains without the waste of pre-rinsing. My work involved translating complex environmental data—like the 150 billion gallons of water wasted annually—into punchy, scroll-stopping content for Instagram, Meta and TikTok. By balancing scientific "cleaning superpower" claims with a playful, relatable tone, I helped bridge the gap between heavy-duty performance and eco-conscious living, ensuring every asset reinforced the promise of a "Brilliant Finish" for both the user’s dishes and the planet.