Task: Create social first posts for the upcoming Kate Spade x Heinz collection, showcasing a summery and food-related setting to inspire attire choice for summer events and festivals. This would be shared on Heinz USA and CA.

Director & Editor | July 2024
Vibes To The Function
Using a popular super “What vibes do you bring to the function” I incorporated VO with quick cuts to launch the collection.
This was the top performer from our KSNY campaign for US and CA, reaching 2.7x our ER benchmark. Many engagements came from shares (4.5k), showing the virality of this post on Instagram.

The Collage
A popular social format for fashion connoisseurs are collages. I prepared two variations for this Instagram post for the brand team to select.
What’s In My Bag
Another popular format as used by the Fashion community on social are ‘What’s in my bag” videos that would share the contents of one’s purse. In Heinz’s case, it’s just ketchup packs.

Text Message
Text message screenshots help us preserve memorable conversations, making it a great meme to showcase a photo from the Kate Spade catalogue.
BBQ Fit Glow Up
Used the popular content format “How I Use To Dress Vs. Now” to show our audience how to style these iconic accessories to a BBQ.
Results
121k+ LIKES
jojof30 π Itβs called FASHIONβ¦ Heinz fashion
goodwipes tomato girl summer π β¨
passportflavor This collection is EVERYTHING. A foodies dream π
Anne Lourayne My daughter would EAT ππΌ THIS ππΌ UP ππΌ (no but really lol)
theabigodfrey WE HAVE BEEN WAITING FOR THIS @cami_highroller
soulpeacesam I really like this ad, good job. Gonna go cover myself in catch up.
ilytorie I LOVEEE KETCHUP GIRLY VIBES
The Korean Mama ITS SOO CUTE π
i hate cars this just fried my eyebrows off
boosted and organic posts on TikTok and Instagram | USA & CA