Kraft Heinz had the strategy (“Made from nature, close to homemade”) and a great new product line, but they needed to turn that idea into something people actually cared about. My job was to take that foundation and build a world around it that felt real to modern parents.I worked as an extension of their team to bring the brand to life across every detail: hand-picking the right creator partners to give the brand genuine kitchen credibility, writing the content and recipes, shaping how the digital experience felt on a phone, and making the ads. Instead of just pushing a product, we gave parents a reason to actually spend time with the brand and built a genuinely loyal community of cooks along the way.Skills: Creative Direction, Content Strategy, Copywriting, Creator Partnerships, Digital Experience, Client Collaboration, Integrated Campaigns.
Kraft Heinz had the strategy (“Made from nature, close to homemade”) and a great new product line, but they needed to turn that idea into something people actually cared about. My job was to take that foundation and build a world around it that felt real to modern parents.I worked as an extension of their team to bring the brand to life across every detail: hand-picking the right creator partners to give the brand genuine kitchen credibility, writing the content and recipes, shaping how the digital experience felt on a phone, and making the ads. Instead of just pushing a product, we gave parents a reason to actually spend time with the brand and built a genuinely loyal community of cooks along the way.Skills: Creative Direction, Content Strategy, Copywriting, Creator Partnerships, Digital Experience, Client Collaboration, Integrated Campaigns.
Kraft Heinz had the strategy (“Made from nature, close to homemade”) and a great new product line, but they needed to turn that idea into something people actually cared about. My job was to take that foundation and build a world around it that felt real to modern parents.I worked as an extension of their team to bring the brand to life across every detail: hand-picking the right creator partners to give the brand genuine kitchen credibility, writing the content and recipes, shaping how the digital experience felt on a phone, and making the ads. Instead of just pushing a product, we gave parents a reason to actually spend time with the brand and built a genuinely loyal community of cooks along the way.Skills: Creative Direction, Content Strategy, Copywriting, Creator Partnerships, Digital Experience, Client Collaboration, Integrated Campaigns.
DISCIPLINES
Creative direction · Content strategy
