In 2018

We were tasked to come up with a fresh, new campaign for Minute Maid.  We needed to gradually (and boy do I mean gradually) shift the brand from being the pristine, perfect, heartwarming family brand it has always been-- to show more realistic and relatable moments in family life.   We landed on the line, This is Good: a campaign that acknowledges that even though family life is hectic, unpredictable, and sometimes a bit messy, when you take a step back from it all you'll laugh to yourself and think "hmph, This is Good". 

Role: Art Direction / Copywriting

Social

Minute Maid Smoothie Makers

Minute Maid wanted to launch their new product, Minute Maid Smoothie Makers, in an eye catching and playful manner. They also wanted to convey how easy it was
to prepare them— just add ice, blend, and enjoy.