Polaris · Cordless robotic cleaners
Lose the cord.
Unleash the clean.
Campaign platform
The category challenge
A crowded market.
A sharper frame.
Automatic pool cleaners had begun to look and sound interchangeable: bright water, isolated product renders and the same list of functional claims. The opportunity was to make Polaris cordless cleaners feel less like another appliance launch and more like the arrival of something people had been waiting for.
Movie-poster thinking
Turn a product benefit
into the main event.
Inspired by the scale and visual tension of movie posters, the campaign used dramatic underwater worlds, oversized typography, hard light and cinematic color to turn freedom from cords into a visceral story. Each composition gives the cleaner a sense of motion and consequence—elevating the product while building a creative aesthetic that competitors in the automatic pool-cleaner market could not easily imitate.
Social · Motion
The poster
starts moving.
Built for the feed without shrinking the idea, motion carries the same cinematic world into a vertical, product-first story.
Print · Trade · Editorial
Drama that holds
across every spread.
The campaign’s central tension stayed recognizable while flexing between dark, immersive executions and brighter product-led layouts.
Web · Social · Paid media
One campaign.
Every screen.
A scalable visual system carried the campaign’s cinematic energy into a high-impact Polaris web experience.
A working tool for any brand
Before the system,
excavate the truth.
The Excavation Questionnaire is a guided brand-development workbook designed to uncover the ideas, tensions and cultural truths only your brand can own.
Explore the downloadable PDF ↗