Creative Director

iRobot

The Short Version

Plenty of people never owned a Roomba because they were too big, especially in cities like Tokyo. Mini had to prove it was every bit as capable.

#1In JapanTop robot vacuum, first full month
300+Launch AssetsAcross 5 international markets
2XSales PlanBeat it in the first month
01

Make Small Feel Big

Mini had to read as small, never lesser. Everyday objects did the explaining.

Roomba Mini in pink beside a plate of sushi and a bento box.
The Key VisualScale you get in a glance
A hand places a white Roomba Mini into its upright SlimCharge stand on a wooden shelf.
Small Enough to Tuck Away
Roomba Mini and its dock next to a full-size Roomba and a pair of sneakers.
Size Comparison
Roomba Mini sliding under a low bed frame.
More Reach
02

Fits Where Others Can’t

Small, lived-in rooms full of tight spots. Exactly the kind of space Mini was built to conquer.

A man on his phone in a small bedroom while Roomba Mini cleans the floor.
Lifestyle PhotographyReal rooms, real clutter
Roomba Mini and its pink AutoEmpty dock in a corner.
AutoEmpty Dock
Roomba Mini turning away from the edge of a rug.
Carpet Avoidance
A cluttered closet next to a tidy one with Roomba Mini tucked inside.
Space Saving
03

All the Way to the Cart

Launch content, social, web and a full Amazon gallery. One idea, right through checkout.

A woman relaxes on a sofa while a white Roomba Mini sits beside its AutoEmpty dock in a warm living room.
At HomePart of the room, not the clutter
A full-size black Roomba next to Roomba Mini, which fits where the bigger robot can’t.
Reaches Further
The underside of Roomba Mini pulling up crumbs and debris.
Power Suction
Someone carrying Roomba Mini down the stairs with one hand.
Lightweight
What I Took Away

Sometimes the product isn’t what’s holding people back. It’s the picture in their heads.