Miele - New Eyes

We were tasked with creating always-on content for the Miele TwinDos, TwinDos & SingleWash and Heat-Pump Dyer campaign.

Our team worked on a concept called ‘Smooth Operator’ where we told laundry stories that showed a smooth and seamless user experience around the benefits of auto-dosing, washing single items and fast & safe drying.

We tapped into online visual culture which is currently packed with attention grabbing and surprising transitions. In every form of content, we showed the benefits of doing laundry with a Miele machine, and that doing it would be a smooth and seamless operation.