Building Asset Libraries
ART DIRECTION
Developed comprehensive asset libraries for a few key General Mills brands — Reese’s Puffs, Lucky Charms, Cinnamon Toast Crunch, and Yoplait. Creating a curated shot lists designed to expand, enhance, and evolve their visual presence. These asset libraries established a consistent foundation for each brand’s visual identity, ensuring cohesion across campaigns and touchpoints throughout the year.
Reese’s Puffs
PHOTOGRAPHY STUDIO: TKP Photography
Helped evolve the visual identity of Reese’s Puffs by leaning into its unique position as more than just a breakfast cereal — it’s a bold, anytime snack. The brand naturally gravitates toward late-night cravings, so wanted to elevate the photography to reflect that energy. By pushing into a more artistic, expressive visual language, we captured the edgy, Gen Z spirit of Reese’s Puffs and expand its relevance beyond the cereal aisle.
Lucky Charms
PHOTOGRAPHY STUDIO: TKP Photography
Lucky Charms is a vibrant, family-oriented brand known for its playful use of the full rainbow of colors. To evolve the visual identity through photography, I created a distinct monochromatic look for each SKU, using a single color to hero each flavor. This approach not only brought clarity and differentiation across the product line but also celebrated the brand’s whimsical, colorful spirit in a modern, elevated way.
Cinnamon Toast Crunch
PHOTOGRAPHY STUDIO: TKP Photography
Cinnamon Toast Crunch thrives on absurdity and unexpected fun, especially with its Gen Z audience. We evolved the photography by leaning into that playful, offbeat energy to feel more surreal and bold — through product staging, vibrant brand colors, and unexpected props to match the brand’s disruptive tone and spark curiosity.
Yoplait
VIDEOGRAPHY: The Kitchens @ General Mills
Transformed the bran’s visual storytelling for recipe content through a multi-concept video shoot for several brands in their portfolio — their new Protein line, Halloween recipe content, and a Go-Gurt school lunch ideas. By introducing a bolder use of color by leveraging vibrant surface backdrops, we brought these recipes to life with visual cohesion and energy across the concepts. We also pushed the brand’s aesthetic by experimenting with elevated camera angles and stylized movement, giving each video a more modern, engaging feel while still staying true to Yoplait’s playful tone.
