“Clean Matters” is an emotional journey through real people’s homes, showcasing the act of cleaning as a catharsis. We start with a gross gut-punch of disgust, cycling through images of everyday dirt and filth, transitioning into moments of cleaning, and finally showing how we can bring about emotional and physical renewal while disinfecting our surroundings. People don’t just clean to get rid of dirt and mess. By cleaning our homes, we create a clean slate for real moments of life to happen: connection, family, mourning, laughter and hope. We see a teen cleaning out a car to make it fit for his date, a couple changing their bed into fresh sheets with anticipation, a young man cleaning his mother’s tears off her cheeks, a hockey team getting the ice ready for a game and a pair of new parents cleaning the kitchen sink to give their baby her first bath.

Our approach to casting was to work with real people as opposed to actors. Real families, friends, lovers, and coworkers. Authenticity was everything, and that meant finding a range of people that truly represent the world we live in, from varied cultures and socioeconomic backgrounds, creating a cross-section that favors no particular “type." The casting represented the multi-cultural nature of Clorox’s consumers and more than reflected the make-up of the American population; the cast of ‘Clean Matters’ is 25% Latino, (the U.S. population is 17.8%), 16% African American (13.3% of the U.S. population) and 7% Asian (4.8% of the U.S. population). People wore their real clothes and we shot in their own homes, without additional lighting. We were respectful guests in their world, creating an undeniable feeling of honesty. Their stories were then adapted into the film itself.