We were tasked to modernize the legacy brand. The challenge was a balancing act: modernize the brand's photography and recipes enough to earn attention across digital platforms, without sacrificing the nostalgic warmth that's kept Pillsbury beloved for generations.

I led large-scale recipe reshoots and the ideation of modern, social-forward recipe content, directing the visual and culinary production behind refreshed photography and quick-turn social video. This shift to faster, more current storytelling and craveable recipe content led to rapid audience growth and gave a heritage brand new relevance with a younger generation, with work later recognized with an AdFed Bronze award for Pillsbury Social Media.

MY ROLE:

Creative direction + concepting · Video + photo production direction · On-camera talent · Culinary editorial direction + recipe development · On-set art direction + lighting