Innit_Logo

Branding and Content Design

CLIENT
Innit - Brand


MY ROLE
Content Art Director/Visual Designer

SUMMARY

Art Director for photography and video recipe content. I worked closely with Producers, Culinary Strategist and celebrity chef, Tyler Florence.

THE CHALLENGE

The Culinary team and Content Team were tasked with creating over 1000 recipes with multiple components. Each recipe was filmed with two camera angles. Each recipe had multiple proteins, sauces and vegetables. Producing video and establishing the Art Direction of the brand.

innit_content_beautyshots

Objectives

divider_1

Establish the look and feel of the brand

divider_1

Video production supporting the art direction of the brand

divider_1

Create a monthly content calendar

divider_1

Storyboard recipe video content and build a shotlist

Storyboard recipe video content and build a shotlist

divider_1

Shoot recipes in sequences to build a content library, including a multitude of different proteins, sauces and vegetables for each

innit_artdirector_img1
innit_artdirecto_img2

PROCESS

I worked with Product Managers and Culinary Strategist to create a content calendar. I was responsible for managing all aspects of production, including creating a Shot List, Prop styling and Art Direction, including technical production aspects of lighting and camera angles.  

First Generation of Innit

Before the MVP was established, the User Experience team created an in-store/home staged interactive experience called Savor which became the first version of Innit. The premise of the demo was to present an interactive and innovative kitchen of the future. The Savor Experience was featured in a high end appliance store, PIRCH.

pirch_imgs
innit_posters

LESSONS LEARNED

I quickly learned the importance of to establishing the requirements of the product before moving onto content creation. Working with photography and video production is a time consuming process and difficult to make changes after production. Utilizing storyboards and mood boards to visualize the creative assisted this process.

NEXT PROJECT
Radius

arrows-Scroll right