Melt Organic
Melt Organic inspires others to strive for better, starting with what's on your plate. I had the pleasure to oversee the creative direction of the launch of their new spreadable cheese product line while also refreshing the look and feel of their existing plant-based butter products. The goal was to create a holistic brand experience across all marketing channels, including in-store experiences, sales communications, and social media.
I focused on using a monochromatic color palette, cropped arms, risers, and modern props with a hint of 1960s and 1970s nostalgia to create playful compositions and scenes to convey Melt's cheerful, optimistic, and quirky persona.
While working with Melt Organic, I oversaw the timeline, negotiated project scope, and managed quality control while leading the photo shoots and instructing vendors, including illustrators and copywriters.
Role: Creative Director
Illustrations: Cooper Foszcz
Photography: Max+Co
Motion Video: Knotably
Copywriter: Gloria Valadez
Client: Melt Organic
Deliverables:
Photo / Video Art Direction
Brand Strategy
Brand Identity & Guidelines
Social Media Graphics
Email Newsletters
Printed Material
Behind the scenes of the creative process leading the photo art direction.
After the initial mood board development phase, I collaborated with Max+Co to develop the shot list. We then review the information and align on the details, including surfaces, props, food lists, model details, wardrobe, aspect ratios, and shooting schedule.
PRODUCTION
I worked remotely with Max+Co to provide art direction. Each photo was captured and then shared, so no detail was overlooked. Below is an example of our communication during the photo shoot.
POST PRODUCTION
Below are the final images next to the original mockups created by Max+Co. Additional examples of how the images are used on social media are also shown below.
