Campaign Elements
Campaign Concepts
Photoshoot Design and Management
Style Guide and Assets
Digital and Social Assets
TYSON
BACK-TO-SCHOOL CAMPAIGN
As Senior Art Director, I partnered with my creative team to develop the campaign concept, storyboard the social video content, and direct the on-site photoshoot. For this back-to-school season, the Tyson family of brands aimed to provide the fuel that keeps families going—with easy, delicious meals for busy weekdays and quick dinners.
Our team was invited by Tyson’s Vice President of Retail Commerce Leadership to pitch the campaign, and we were ultimately selected to bring it from concept through final design and asset creation.
We partnered with photographer Jason Little to produce a custom shoot featuring both stills and stop motion. On set, I collaborated closely with the team to capture the energy of the back-to-school season and highlight the crave-worthy appeal of Tyson’s recipes.
Stop Motion Assets
Playful stop motion brought the campaign to life—evoking the fun, fast-paced energy of family mealtime during the back-to-school rush, while showcasing multiple recipe ideas for each Tyson product.
The stop motion assets were designed for flexibility across Tyson’s social channels, allowing the brand to tailor content for various platforms and audience needs throughout the season.