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.

Objectives

Establish the look and feel of the brand

Video production supporting the art direction of the brand

Create a monthly content calendar

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

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.

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.

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