Art Direction, Design, Set Design
Social campaign for Halloween Baking Championship. I wanted to create a whole world for these baked goods to live in, so I went about creating a miniature set - replete with working front door, a stoop and a spooky neighborhood behind. This hand-built set was the perfect stage for the amazing creations of food stylist Karen Tack. These spots were shot upstairs in our studio by my team.
I rely on my food stylists to guide culinary feasibility, but always provide designs and sketches to help consolidate vision.
The set was made over a few days in my home studio. It was constructed of predominantly bass and balsa woods. Finishes like the wood laminate flooring and brick stoop were created from doll house materials. Color was airbrushed for even texture.

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