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Ask

Build SC Johnson's STEM presence across August and September, establishing a brand voice and a sense of community through organic content pillars rather than paid media.

Insight

Pest control has always been sold as a chore, but people experience bugs as an interruption to a home they worked hard to make nice.

Idea

Write STEM like a lifestyle brand instead of a pest brand, with pillars that treat bug season as a shared seasonal annoyance, make the product part of the room rather than an intervention in it, and give people language for a grudge they already have.

Role

Art Director

Client

STEMforbugs, Organic Social

STEM flying insect trap displayed inside an ornate gold frame against a teal background, with the line ‘big weekend for bugs sticking to things.’
STEM flying insect trap in a warm, styled home interior, with the line ‘Kinda chic to not share with flying guests.’
STEM flying insect trap packaging on a kitchen counter, with the line ‘People think I teach science to bugs but that’s the least interesting thing about me.’
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STEM flying insect trap at a mock press conference, surrounded by microphones against a STEM logo backdrop. Caption: ‘We stayed in the game, kept our eyes open, made the catch when it mattered the most.’
Blue-lit STEM flying insect trap plugged in beside a kitchen sink, with a sponge caddy, dark faucet, and flowers in the background.
A hand holds a STEM flying insect light trap over a dorm essentials checklist. On-screen text reads ‘the one dorm essential nobody talks about’ with a crying emoji.
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Isaac Lewis (AD) + Jon İlbay (CW)

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