Evolving the look and messaging of an iconic female-focused cereal brand
I was a freelance associate creative director on the Kellogg’s Special K account at the Chicago advertising agency, Leo Burnett for over 2 years. It was a pivotal time during the brand’s positioning shift from the “Lady in Red” brand focused on weight management, to a more colorful, inclusive, female empowerment brand. I worked closely with Chicago and international creative teams, account managers, and brand strategists and art-directed external film production companies, editors, sound designers, photographers, and stylists. I was a part of the team that built Special K’s new global brand guide.
Once the new global brand guidelines were in place, I was sent to London and Lithuania to art direct the first TV spot that featured the new brand look with colors that went beyond the classic red and white palate.
I collaborated with creative and production partners from Leo Burnett London and art-directed the London-based wardrobe stylists and the Lithuanian set designers.
I was integral to the creation of this meticulously planned international commercial from pre-production, film production, and post-production.
