While working at Kraft Heinz, I was on the My Food and Family team as a creative lead. My responsibilities were implementing the brand guidelines across all platforms including photography, website, social, magazine and outside brand collaborations. I managed and art directed a small in-house photography team, as well as coordinated with large-scale shoots with production partners.
Photography art Direction
My main task was managing an in-house food photography production team and art directing the shots. Every week, we put together a small shoot of 4-6 recipes. With these new images, we implemented a new look and feel so these can be used on our website and social accounts. Below are some of the images I’ve directed and some social posts I created.
Photographer: Scott Fine
Food Stylist and Food Prep: Soyoung Shin
Healthy Spinach Dip Flatbread
Oatmeal Chocolate Chip Cookies
Warm BLT Wrap
Hearty French Onion Soup
Bacon-Wrapped Pickles
Dill Pickle Pasta Salad
Kid-Friendly Baked Chicken Nuggets
Tailgate Veggie Chili
Social Media Post Application
Part of the social branding was including brand colors, fonts, and overlays to imagery to have a fun look and feel for social and marketing uses. On social media channels, we created buckets for content to live, based on the analytics for what our followers wanted to see. We focuses in on our current demographics while also targeting younger users and millennial families as well.
Photography and Food Styling by Scott Fine and Soyoung Shin or provided by Accenture MXM
GIF and Video Application
We focused on the bright colors we chose during the rebranding and created GIFs or recipe detail call-outs to create eye-catching social posts. Leaning in to the popularity of recipe flatlays, we did a variety of recipes showing the simplicity of the recipes, while leaning into the beauty of the ingredients.
Photography facilitated by Accenture MXM
