DedCool & OUAI

The collab of my (and hundreds of others) dreams. The iconic Melrose Place scent from OUAI combined with DedCool’s award-winning dedtergent formula. Wrote everything from product descriptions to launch emails and had a blast doing it.

DedCool and OUAI, both LA-born and cult-followed with very distinct voices, decided to collab on a Dedtergent infused with OUAI's iconic Melrose Place scent. My job was to write everything: product descriptions, launch email, social, web, SMS. The whole thing.

The trick was making it feel like one thing. DedCool's voice led, playful and a little weird and proud of being different, while OUAI's warmth and aspirational softness showed up in the texture. The result had to feel like a collab, not a takeover. And it had to convince someone that yes, this $38 laundry detergent is absolutely worth it.

We turned around copy across every format in a matter of weeks. It was chaotic and really fun.