Betty Crocker Brittle Mix
Art Direction | Product Launch Design | Client Presentation | Asset Production | Style Guide
Betty Crocker released a new product line, Betty Crocker Brittle Mix. With packaging creative already developed, the team asked for creative concepts to carry out a promotional campaign. It began by breaking into brainstorm sessions, putting together and presenting concepts, and developing copy headlines from the brand’s messaging priority skews. After a creative direction was selected, I developed a shot list needed for the product photo shoot and lead art directed on set. Digital assets were created for promotion using the system and creative pieces I built. Although each flavor profile is assigned a unique background color, a large stack of brittle is front and center giving an overall unified look and feel.
One of the greater challenges within this campaign was our social gif creative. The biggest identifiers in the creative, are the big stacks of brittles on colored background, specific to each flavor profile. Each frame of pinterest gifs are separate images stitched together giving the illusion the brittle stacks are building. Fortunately, we had talented food stylists on set that made these gifs possible. Each stack was built by using support spacers and well balanced brittle pieces. Photo by photo, a piece of brittle was removed carefully.
Photography: Dennis Becker Photography
Instagram Story
We wanted to share a way explaining the easiness to make Betty Crocker Brittle. Instagram Stories allowed us to put together seamless step by step directions with a few slides showcasing our product step shots. Occasionally, the photography team will recruit members on set to be their hand model for the day. Within the story creative, you can see the beginning of my hand modeling career. 😉
Previous Project