Skimlite makes pool cleaning poles. Has since 1954. American-made, family-owned, beloved by pros. Great product. But their marketing? It needed a glow-up. When SOAR Media brought me in as Creative Director in 2026, the client told me they wanted something cheeky. I heard that and immediately knew: we're building a character.

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I concepted and developed the "Not All Poles Are Created Equal" campaign from scratch — and with it, Skimlite Sam. A guy so committed to his pool, he'll stand in it in a red Speedo while his family laughs behind him. Sam became the face of the entire brand — across Meta ads, organic social, video assets, and a full Shopify redesign. Every touchpoint, same energy. The campaign used AI tools for copywriting, image generation, and video production, combined with Adobe Premiere, After Effects, and Photoshop to produce a full suite of assets at speed.

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The Shopify relaunch didn't just look better — it performed. 200% increase in orders post-relaunch. That's what happens when a campaign has a real idea at its center, not just pretty pictures.