SmartWash Cordless

Project Overview

Launching the first-ever cordless carpet cleaner in a category historically dominated by corded machines was a major milestone for Hoover. The SmartWash Cordless introduced true mobility to deep carpet cleaning while maintaining the power consumers expect — plus intuitive automatic cleaning technology that dispenses solution on the forward push and extracts dirty water on the pull back.

To bring that innovation to life, we developed a launch campaign designed to clearly demonstrate the product’s technology, ease of use, and connection to Hoover’s broader ONEPWR battery ecosystem. The content needed to balance education, aspiration, and retail clarity — supporting product pages, advertising, and brand storytelling simultaneously.

Creative Approach & Production

Embark Media led the full creative and production process, combining live-action cinematography with CGI animation and motion graphics to highlight the technology behind the product. Visual effects overlays, tracked graphics, and carefully planned camera movement allowed us to illustrate features like automatic cleaning functionality, battery performance, and system compatibility in a way that felt both informative and visually engaging.

The production generated a comprehensive launch content ecosystem including feature-and-benefit hero videos, teaser content, website headers, paid social ads, and platform-specific cutdowns. By designing the shoot with repurposing in mind, we were able to efficiently create multiple aspect ratios, variations, and deliverables that extended the campaign’s lifespan across retail, social, and digital advertising channels.