[CHALLENGE]The New Year, BIG Flavor campaign needed to break through the typical wellness-focused narrative of January by celebrating bold, flavorful pork dishes made to be shared. The challenge was to visually reframe the New Year as a time for gathering, indulgence, and culture-driven hosting—without losing relatability.
ClientNational Pork Board
SectorFood & Beverage
Know-How
Concept
Creative Direction
Production
Crew Selection
Casting
RETURN T
[SOLUTION]
As Creative Director, I concepted each scene to reflect familiar yet elevated kickback moments—from cozy friend group dinners to hostess-with-the-mostess energy. I led casting, styling, and on-set direction, ensuring the photography captured rich textures, layered color, and authentic cultural joy. The result: a stills campaign that redefines New Year celebration through food, turning every dish into a reason to gather.
ETURN TO PR