Secret: Strength in the Fire

Client: Procter & Gamble / Secret
Agency: WHSE.CO
Production: WHSE.CO

This branded content campaign for Secret focused on highlighting strength, resilience, and confidence through real stories. The piece featured Nykeba Banks, a firefighter, veteran, and mother, aligning the product’s performance with the physical and mental demands of her profession.

The campaign centered around the message “All Strength, No Sweat,” emphasizing the performance of Secret Clinical deodorant through authentic storytelling rather than traditional product-forward advertising. The final piece was designed to feel grounded, personal, and empowering.

Dan Wagner served as Grip and Editor on the project.

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