Pillsbury Brownies
Art Direction | Campaign Strategy & Design | Client Presentation | Style Guide | Production
the ask
Create a digital campaign to promote a new line of products, Pillsbury’s Place & Bake Brownies. Product, lifestyle and recipe photography was needed to round out this campaign complete with a design that fit within the brand’s existing guidelines and styles.
Art Direction
The brownies needed to look playful and easy for parents to make. The colorful liners had a dual purpose, they signified the brownie flavor profiles and gave the images punchy pops of color.
Photography by Dennis Becker Photography.
Product
Lifestyle
Recipe
campaign design
Created a unique campaign design to promote the new products. Above is the key visual for the product family utilizing the purple color from the packaging, Pillsbury brand-approved fonts and an identifiable graphic shape to help the pieces stand out. Below are the visuals created for each flavor. To help them pop they were each assigned colors that match the packaging and muffin liners I selected for the shoot. The bold colors helped create a playful vibe to accompany the product launch.
Asset production
Assets were created for promotion on Facebook, Instagram Stories, Pinterest and site ad units. This ended up being over 100 individual assets in total that I independently produced.
Site Layout
To promote the new products on pillsbury.com I created a layout for the landing page that fit within the existing site template.
In-store signage
This was a two sided shelf-talker that was displayed in the refrigerator case at various retail locations across the US.
Conclusion
This project helped me grow as an art director and designer. From initial creative concepting to the production of promotion assets, it was a joy be a part of.
Created while at McCann Minneapolis. Creative direction by Audrey Lanners. Photography by Dennis Becker Photography.
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