Vanilla As Vanilla Should Be

The Brief: Establish Nielsen-Massey as the premium choice for baking in a way that stands apart from its competition and highlights the product's key attributes. 

The Problem: Most do not know Nielsen Massey has a distinctive slow and cold extraction process and consistent small-batch bean selection for better baking outcomes.

The Idea:  Let's take viewers on an immersive journey through the rich liquid world of vanilla extract instead of the cliche food and baking imagery like our competitors. 

The Execution: Over a two-day shoot, we worked with a director to capture liquid photography and motion in a way you can almost taste through the screen.

My Role: Concept, art direction, creative direction on shoot day, post-production, retouching notes, social execution, and design.