[CHALLENGE]The Hot Grill Summer campaign aimed to spotlight the joy of summer cookouts through the lens of multicultural consumers. The challenge was to capture the essence of the season—heat, flavor, and energy—while making pork chops and ribs feel craveable, stylish, and rooted in real-life moments of connection.
ClientNational Pork Board
SectorFood & Beverage
Know-How
Concept
Creative Direction
On-Set Directon
Production
Crew Selection
Casting
RETURN T
[SOLUTION]
As Creative Director, I led the visual concept and execution of the stills campaign, building out scenes that felt like true summer—spontaneous, sunlit, and full of flavor. From casting and prop styling to guiding talent and lighting direction, every detail was designed to reflect the energy of an authentic backyard vibe. The final visuals delivered more than just food—they told a story of culture, community, and the bold simplicity of grilling season done right.
ETURN TO PR