Connected TV Spot: Distraction
Category: Streaming Video
Role: Concept Creation, Art Direction, Script Writing
The assignment was to create a :30 spot showcasing product attributes that engages to individuals
in households with children, yet not alienate bread consumers who do not have children. My partner
and I wrote this script highlighting how a sandwich made on Sara Lee White bread is so delicious, it can distract even the most doting of mothers.
Concept Statement:
Have you ever been so overcome by the deliciousness of a meal that you completely lost track of everything else? Time, people, conversations...all continually moving around you, but you only had eyes for the enticing meal in front of you. Sara Lee White Bread has a way of doing that. With its lusciously soft texture and delicious taste, it’s far too easy to get distracted by all that yumminess. Which can come in handy, if you need to create a delicious diversion…
Artesano POS
Artesano POS
Category: POS
Role: Art Direction
To advertise their line of Artesano bakery breads (which are my personal fav), I was challenged to create various in-store POS materials. The displays focus on Artesano's promise to always be baked with no artificial flavors, colors, or preservatives.
Dangler
Shelftalk
Weekender
Potato Bread Storyboard
Category: Online Video
Role: Art Direction
In my experience, I've done countless storyboards. For scripts, spots, social, you name it. Here's just one example of storyboarding I did for Sara Lee's new potato bread. We focused on driving appetite appeal by heroing a beautiful sandwich creation on this new SKU, panning the camera strategically to emphasize the thick slices and signature flour dusting.
Check out the final online video here, created by Bayly Shelley.
