KITCHENAID

Agency — Epsilon
Role — Associate Creative Director
Partner/CD — David Shih
Photography Studio — Whirlpool
Scope — Ad Campaign, Photo Art Direction

My team and I were tasked with defining a new design system with an elevated photography approach, differentiating KitchenAid from Whirlpool and LG utilizing elevated food styling within hero visuals highlighting premium product features for the campaign "Mark of a Maker" and "Makers Gonna Make". Ventilation, capacity and baking, steaming and griling editorial storytelling and as well as in-store consumer education. As art director, I sold in a new layout system featuring fluid gruid with floating box copy, embodying a brick to head to heart rationale with aspirational appeal. My copy partner and I utilized attention grabbing, graphically impactful POP with strong stopping power with ‘make me hungry’ visuals and single minded benefit/RTBs—less is more cadence communicating why it matters vs. what it does.

Created a microsite to invite shoppers to learn more about KitchenAid’s new product innovations we launched—the 2-in-1 microwave ventilation slim utility and the SmartOven+. I also designed  POP  – adjacent to feature and/or where shopper would naturally interact with appliance, collaborating with the client on key messaging to fluff up any technical benefit copy with smart, intelligent style.

I defined the new photography aesthetic taking cues from Bon Appetit editorial storytelling, to simultaneously tell a story about the Maker in the moment + shots of appetizing creations.

MOOD BOARD & ART DIRECTION STRATEGY