This project was completed as part of my copywriting course at SCAD. I worked alone to research the brand, uncover insights, develop the strategy, write the headlines and scripts, and build the final multi-channel campaign.
The goal was to reposition Roomba as an example of responsible and genuinely helpful AI through strong messaging, clear storytelling, and a unified creative direction.
Research and Insight
Core Statistic:
The average American spends six hours a week cleaning. This equals 312 hours a year, which is more than seven and a half work weeks.
This simple fact became the foundation of the campaign. It reframes Roomba from a cleaning appliance to a powerful time-saving tool.
Key Insight:
People lose more time to routine cleaning than they realize. Roomba gives that time back through quiet, unobtrusive intelligence.
Concept Development
I developed three distinct campaign platforms:
• Time Back for Life
• AI Done Right
• Clean Homes, Clear Minds
I selected AI Done Right because it positions Roomba as the model for how AI should operate. Quiet. Reliable. Helpful.
The opposite of overhyped or distracting technology.
Strategy Summary
Insight: People spend too much time cleaning.
Key Message: Roomba is the AI that returns time to its users.
Audience: Busy adults and tech-savvy homeowners who value efficiency.
Channels: OOH, social, and short-form video.
This strategy shaped the entire tone and look of the campaign.
Campaign Execution
OOH
Hero headline: AI, done right.
Minimal, clean visuals that reflect the simplicity of the product.
Social and Digital
Short-form messages highlighting time saved, consistent cleaning, and the value of intelligent automation.
Video
A 15-second script contrasting complicated AI with Roomba’s quiet reliability.
Ending line: 312 hours a year. Back in your hands.
tone and visual direction
The tone is confident, intelligent, and minimal. I used clean typography, white space, and simple product visuals to support the idea of technology that simplifies life.
Final system
Takeaways
• Turning a single data point into a full campaign creates strong conceptual clarity.
• The message moves Roomba beyond appliances and positions it as a leader in smart, ethical technology.
• Multi-channel consistency reinforces the time-saving value across touchpoints.
• All writing, strategy, and creative direction were developed independently.