Famous Dave’s requested a promotion to drive traffic and sales to combat a typical decrease in sales during the Lenten season. The creative objectives were to draw customers’ attention to the fish offerings on the menu and encourage return visits during Lent. The theme "You can teach a man to fish, but why? Famous Dave's has fish” created a relevant connection between the audience and the menu.
Working with the Driven Group team, I designed an oversized attention-grabbing catfish to insert into the main menu by attaching simply with an almost invisible die-cut gill. I created custom hand lettering and distressed illustration to reflect the handcrafted quality of the entrees. The menu layout features the entree descriptions along side mouth-watering photography to encourage orders.
Over the course of a long-standing partnership with the General Mills Photography Department and their preferred agencies, I've directed hundreds of photos for Pillsbury, Betty Crocker, Green Giant, Cascadian Farms, Yoplait, Food Should Taste Good, Nature Valley, Chex and Progresso.
Working with top photographers and award-winning agencies from around the country, I leverage my brand expertise and creative background to translate creative layouts into stand-out packaging photography. I’ve captured everything from fresh from the oven baked goods with perfectly imperfect crumbs, gooey icing to fresh from the field vegetables and flavorful real moments that entice customers to buy.
Art direction was an important aspect of positioning Archer Farms as an everyday gourmet brand. The objective was to prop each product to tell a simple story and garnish to highlight product quality and freshness, appetite appeal and flavor differentiation. I maintained photo and brand standards across the entire brand offering from fruit snacks to Indian dinner kits to pizza and ice cream.
Campaign logo design for Erin Murphy, candidate for 2018 Minnesota Governor. Combining the state of Minnesota with the letter "M" from Murphy creates a contemporary, memorable and unique icon that can work on print and social media applications.
Created photo concepts and art directed larger than life iconic images to capture the essence of each product category in SuperTarget grocery aisles.
A new offering from Famous Dave’s, Build Your Own Barbecue is a fresh contemporary take on barbecue. I designed and art directed the photography for a new menu insert to introduce these new items. Overhead photography communicates all the ingredients the guest chooses to build their own meal.
To capture the hand crafted, authentic and gritty quality of great barbecue, I developed a custom hand lettering style for Famous Dave’s that was applied to various menus and TV supers.
Rich, warm lighting and time-tested propping are used to communicate the all natural quality of Progresso soup. I art directed photography for Progresso website landing pages and online banner ads.
Photo art direction for BJ's Club Store Wellsley Farms private label packaging .
Relax and enjoy a coffeehouse quality cappuccino or hot cocoa in your home or office - that is the moment that I wanted to capture in the new Indulgio packaging design. The logo was designed to evoke imagery of a hot, rich and creamy beverage. The design of the package embodies the warm and inviting feeling of a local coffee house.
Set design and photo art direction for new Marvin Next Generation Double Hung Round-top windows. It was important to create an inspirational home environment full of beautiful light and premium finishes to help the customers imagine these windows in their home. Multiple shots were needed for use in collateral, web and print.
Lifestyle photography from hardlines and softlines categories is introduced to the grocery side of Target. Real life situations create visual impact and aid in store navigation.
Photo art direction of Hershey's syrups product and recipe photography with General Mills photo studio. Photography was shot with natural light and final shots were used throughout the Hershey website.
