Kraft Philadelphia Cream Cheese

I had the opportunity to be Creative Director on this series of Kraft Philadelphia x Eater videos, and the task was not for the faint of heart. Our client was looking to have a series of 6x fast-paced social videos, each featuring two recipes, a lighter dish that was easy to share with friends and a larger, more complex family style dish. Both recipes needed to have some degree of overlap—similar ingredients that were made a different way with Philadelphia Cream Cheese as the star. The added twist was that I was tasked with staying away from traditional cream cheese recipes (no cheesecakes or typical desserts). Since I had a round of concepting ahead of talent being locked, I had to come up with some base recipes that our chef talent could work off of once they joined the project. After a ton of research and brainstorming, I landed on these 6 videos featuring 12 dishes that fit every requirement the client handed to our team. Working closely with the enlisted chef talent, I collaborated with them as they extrapolated recipes from my concepts, and after interviewing each of them, I was able to script lines that tied in the recipes with their lived experiences. In addition to being Creative Lead, I was also working on the project as a Producer during pre-production, coordinating product delivery, gear rental, hiring crew and overall budgeting.