47% of Americans can’t recall the last time they cleaned their oven – it takes too much time, too many chemicals, and is simply a pain to deal with. Whether you’re an ambitious home cook or the “oops, I forgot to take the wrapper off the frozen pizza” type, the EasyWash™ Oven Tray embraces life’s inevitable messes. Simply pop it out of the oven and into the dishwasher — no scrubbing required.

For launch, I art directed and designed a full advertising toolkit of assets introducing this simple yet ingenious innovation to GE’s core audiences — celebrating a new era of easy cleanup and carefree cooking. The creative direction leaned into relatable, real-life kitchen chaos with a playful, optimistic tone — turning everyday messes into moments worth smiling about.