Morton Salt
Re-invention of an Icon
Challenge
For more than a century, the Morton Salt Girl had remained one of advertising’s most recognizable icons. With the launch of Pool Salt, the challenge was to reinterpret that legacy for a contemporary audience without losing what made it iconic.
Creative Direction | Live Action Direction | Cinematography | Visual Storytelling | Choreography
An American Icon Walk her Walk
MORTON SALT
Working alongside Ogilvy, we reimagined the Morton Salt Girl as a confident, contemporary protagonist.
Drawing from synchronized swimming, fashion photography, and underwater cinematography, we created a dreamlike visual world built around movement, grace, and the transformative quality of water.
Impact
The campaign brought a century-old icon into a new context without relying on nostalgia — showing how an enduring brand symbol can evolve while retaining the equity that made it recognizable in the first place.
