TV Commercial concept
The existing TV commercial was created in collaboration with popular pop star Philipp Kirkorov. As his contract with the brand was coming to an end, the challenge was to develop a new TVC to carry LAMM’s brand communication into 2026.
The objective was to strengthen LAMM’s positioning as a laundry expert and as a product capable of tackling even the toughest stains — while demonstrating the power of its innovative Smart Enzyme Formula through deep and effective cleaning.
Since the technology works at a molecular level that is difficult to visualize, I saw the process of cleaning fabric as an entire universe of its own — a kind of microscopic cosmos.
At the heart of this world, I proposed developing the brand’s existing mascot, already featured across all packaging, and turning him into a technology-enhanced professional: a specialist capable of clearing away the “cosmic debris” of dirt and stubborn stains.
It was important to me to strike the right balance. This is not a story about an abstract outer space. It is a recognizable metaphor for the washing process — simply taken to the level of a spectacle.
The objective was to strengthen LAMM’s positioning as a laundry expert and as a product capable of tackling even the toughest stains — while demonstrating the power of its innovative Smart Enzyme Formula through deep and effective cleaning.
Since the technology works at a molecular level that is difficult to visualize, I saw the process of cleaning fabric as an entire universe of its own — a kind of microscopic cosmos.
At the heart of this world, I proposed developing the brand’s existing mascot, already featured across all packaging, and turning him into a technology-enhanced professional: a specialist capable of clearing away the “cosmic debris” of dirt and stubborn stains.
It was important to me to strike the right balance. This is not a story about an abstract outer space. It is a recognizable metaphor for the washing process — simply taken to the level of a spectacle.
LAMM Laundry Detergent Gel Range
Year: 2026
Client: LAMM (HausHerz GmbH)
Role: Creative & Art Direction (AI-assisted)
Agency: Freelance
Client: LAMM (HausHerz GmbH)
Role: Creative & Art Direction (AI-assisted)
Agency: Freelance