Cleans Everything

Reimagining an Iconic Cleaning Brand

When Dirt Devil set out to refresh its brand for a new generation of consumers, the goal wasn’t just new products — it was a new visual attitude. Embark Media led the creative direction and production of a wide range of video campaigns designed to modernize the brand while reinforcing its core promise: Dirt Devil Cleans Everything.

Collaboration with TTi's internal marketing team, brand leadership, product teams, channel marketing, and creative stakeholders was key to ensuring every piece of content aligned with business objectives, retail priorities, and campaign strategy. This strategy allowed us to produce cohesive, high-performing assets that worked seamlessly across e-commerce, advertising, and brand marketing initiatives.

Creative Partnership at Scale

The creative goal was simple: make cleaning feel fast, relatable, and a little fun. We leaned into handheld camera movement, vibrant set design, bold lighting, and dynamic framing to give the brand a more energetic, modern personality while still showcasing real product performance.

Embark Media led full productions from concept development through execution — including concept development, scripting, casting, locations, directing, cinematography, and post-production — ensuring each shoot generated both hero campaign content and adaptable marketing assets. Playful graphic overlays, product-mounted camera angles, and kinetic transitions helped the content stand out while keeping messaging clear, approachable, and true to the brand.

Making Cleaning Feel Fun Again

These campaigns were designed to work harder than a single ad. Each production was structured to generate a full ecosystem of deliverables: hero product videos, retail-ready content, social cutdowns, multiple aspect ratios, and evolving promotional updates as campaigns developed.

Alongside production, we developed motion graphics templates, end-card systems, logo animation treatments, and visual guidelines that maintained consistency across ongoing campaigns. The result was a flexible content engine that allowed Dirt Devil to launch products quickly, support retail partners effectively, and maintain a cohesive brand presence across platforms — all while keeping the tone energetic, accessible, and unmistakably Dirt Devil.