We set out to prove that KitchenAid doesn’t just build appliances, but enables people to live in a world of their own. One where a mess is a memory, and not a reason to stress. We shifted the perception of the dishwasher from a utilitarian tool to a silent hero. A hero that allows you to host, bake, and create without hesitation.

We reframed the common notion of the chore of doing dishes and put a new spin on it. We created room for core memories with friends and built a story around the “aftermath” of the experience. We created a world from creation to clean up, all made possible by the machine. One where it doesn’t matter how many friends you have, or how messy the night gets. The dishwasher becomes the unsung hero in the story of You. So you can focus on what really matters, and not the mess left behind.

By utilizing high-impact visuals, we created a sense of a perfect clean, all wrapped up in one beautiful package. From spotless crystal to loaded racks, we proved that no Book Club night is too big for this machine. Showing that the unsung hero can truly turn your dirty work into something beautiful.