Insight:

Sometimes Mr. Clean is TOO powerful in its cleaning abilities. Will it wipe away the fabric of the world as we know it? Soak up the ocean? Create a Black Hole? Test your fate.

augmented reality Snapchat filter that “wipes away” the user’s surroundings

Mr. Clean will install interactive floor screens in high-traffic urban areas like Times Square that can be “wiped away” to reveal underground New York City infrastructure.

Art Direction and Copywriting By: Bob Devoll and Caroline Shasik