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Sarah Demus is a recent graduate from Mississippi State University, having earned her BFA with a concentration in Graphic Design. She is from Jackson, Mississippi, and resides in Starkville, Mississippi.
She believes in bringing a multidisciplinary approach to creative problem solving, blending fine art principles with modern design practices. Through design, Sarah aims to tell beautiful stories that serve not only an aesthetic purpose but also a functional role in communities.
Her fine art work ranges from traditional portraiture to abstract mixed media pieces, often exploring themes of self-discovery and family.
In this campaign the headline “Abracadabra! Tide!” was chosen to highlight the magical effect of the Tide stain remover stick on clothing. It not only captures the audience’s attention but also adds a playful, energetic tone to Tide’s marketing.
Tide Detergent, from Procter & Gamble, targets households and individuals with active lifestyles who need high-quality cleaning for tough stains. Its branding emphasizes superior stain removal, positioning Tide as a premium product compared to competitors. This campaign showcases a new side of Tide, highlighting the quality of its products while inviting new consumers to experience their powerful performance on tough stains.
The "Abracadabra! Tide!" campaign was expanded and utilized to redesign TideCleaners. TideCleaners is a wash-and-fold laundry service that does pickup and delivery.
Through the van redesign, the laundry service will receive new recognition and more consumer interest.
Inspiring a new outlook on the importance of quality products and exceptional service, this campaign highlights Tide’s superior quality.