This integrated campaign for iRobot's Roomba was created as an assignment to come up with a brand mascot. The mascot I came up with was the Dust Fairy. This idea is similar to Allstate's Mayhem campaign, where the mascot is the problem. Do you ever clean your house perfectly and then somehow the next day there is "magically" more dust? Thats because the Dust Fairy paid you a visit. He isn't the most elegant or productive fairy, but he likes the freedom he is given with a night schedule. He is in danger however, as technology has advanced to the point where the lazy people don't have to vacuum for themselves anymore.
Commercials:
(meant to run first to introduce character)
Were you wondering what he was dreaming about? No? Well here you go.
Print: For the print and social ads I wanted to have them to come from his POV so that you can really peel back the layers of his personality.
Magazine spread
Newspaper ad
Bus Shelter
Social Media:
