Social campaign for Spring Baking Championship. I wanted to take this in a more advertorial direction and liven up the well-worn brand. We went with bright colors and simple, punchy concepts. Engineering the cupcake spring was a surprisingly rewarding aspect of this one. These spots were shot in our studio by my team and as a first, I also took on food styling duties.
I keep storyboards simple, but as exact design-wise as I can plan. Always have to be reactive when directing, but love getting down a strong, reliable storyboard.

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