Gelson's Markets needed to drive sales and build brand awareness for their private label product line, but private label items often lack the cultural recognition of name brands, making them a harder sell. Gelson's also wanted to raise awareness of their fresh, high-quality offerings and introduce shoppers to the new CPG items they were bringing into stores. The challenge was to give all of these products a reason to be desired, not just purchased.

We developed recurring social video series: short-form recipe content and playful product ads built specifically for Gelson's offerings. By turning these products into the hero of an ongoing, familiar content series rather than one-off ads, the work gave Gelson's a consistent, recognizable voice on social.

MY ROLE:

Video concept and storyboarding, food and set styling, on-set art direction, on-camera talent.