Plochman's makes award-winning, unique, and flavorful, mustards, but the brand needed broader awareness to match the quality of the product. The ask: revitalize the brand and reposition the age-old condiment as a versatile, craveable ingredient.

I concepted, art directed, and managed the end-to-end production of original recipes, food, product, and lifestyle photography, and short-form video content for digital, social, and e-commerce platforms. This work contributed to a 12% increase in sales in 2026.

MY ROLE:

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