Kitchenaid™
Mark of the Maker Campaign
Agency: Catapult/Epsilon
Partner Agency: Digitas
Role: ACD Art Director
ART DIRECTION OF PHOTOGRAPHY & DESIGN DIRECTION
DIGITAL. CONTENT, PRINT AND IN-STORE COLLATERAL
The Kitchenaid™ brand approached our agency while approaching its centennial year by reintroducing itself through the lens of the Maker. The new Maker. Not a homemaker, but a Maker-Maker. Through showstopping photography and demonstrating the beauty of both the appliance and what it can make, we showed how the brand’s products help bring form to the maker’s vision, no matter where it takes them.
The campaign, an offshoot of “Yours for the Making”, required a newly defined direction of photography. Being that Millennials have been obsessed with Bon Appetit’s content, I pitched the initial Mark of the Maker campaign to utilize high contrast, high sun with social media star and Maker herself, Allison Roman. By making the Maker the hero, what was made became best supporting hero in context of relatable moments. My design direction also included a design system used for both print and in-store, in which I called “fluid grid”—allowing flexibility for adaptation to social content and extended applications to demonstrate product efficacy and lifestyle shots. Simplicity of design inspired by Swiss master Josef-Müeller Brockmann.
The campaign, an offshoot of “Yours for the Making”, required a newly defined direction of photography. Being that Millennials have been obsessed with Bon Appetit’s content, I pitched the initial Mark of the Maker campaign to utilize high contrast, high sun with social media star and Maker herself, Allison Roman. By making the Maker the hero, what was made became best supporting hero in context of relatable moments. My design direction also included a design system used for both print and in-store, in which I called “fluid grid”—allowing flexibility for adaptation to social content and extended applications to demonstrate product efficacy and lifestyle shots. Simplicity of design inspired by Swiss master Josef-Müeller Brockmann.
Behind the Scenes: Added Artificial Steam
to enhance and demonstrate the use-case for the
slim microwave with quiet ventilation
Design Exploration
Trade Ad
Industry print spread with
toned down design and more technical trade pub style copy
Still utilizing the fluid grid for headline and body
Consumer Print
Low Profile Microwave-Hood Combination
In-Store Application
Art Direction of Photography
A campaign play construct I sold in as “MMM” celebrating
Moments, Maker and Macro Food Photography utilizing the trend of wabi-sabi
Applied Art Direction of Photography
to In-Store Signage and Creative
