Betty Crocker has long been a household staple and trusted resource for home bakers, built on recipes that felt warm and dependable. The opportunity was to bring that same warmth to a new generation, refreshing recipe photography for a modern audience while building a voice that felt fun and native to social media.

I led the production of refreshed recipe photography and modern social media plays, repositioning Betty Crocker as a fun, engaging presence for a new generation of bakers. The work included the Zodiac Cakes campaign, which earned an AdFed Silver award for Betty Crocker Social Media.

MY ROLE:

Creative direction + concepting · Photo + video production direction · On-camera talent · Culinary editorial direction + recipe development · On-set art and food styling