MADEGOOD | 2025
BRAND AWARENESS CAMPAIGN
MadeGood’s “Highly Thoughtful Snacks” brand awareness campaign reintroduced the company’s purpose and personality to Canadian consumers by transforming an underperforming tagline into a compelling, emotionally resonant story platform. The campaign reframed “thoughtful” from a vague product descriptor into a clear, creative narrative—showcasing how MadeGood snacks contribute to a more thoughtful world through organic sourcing, allergy-friendly formulations, sustainable farming practices, and family-friendly snacking.
To champion brand recognition on shelf, the creative centered the iconic packaging as the hero. Each film opened with a MadeGood box that transformed into handcrafted cardboard worlds—designed in collaboration with a NYC-based paper artist—and transitioned seamlessly into live-action scenes featuring real talent. This hybrid approach blended artistry, stop-motion–inspired craft, and lifestyle storytelling to build warmth, charm, and a distinctively MadeGood aesthetic across all four campaign videos.
-
Creative lead on the development of the campaign platform and narrative structure (“our snacks can’t do X, but they can do Y”), translating a confusing legacy tagline into a clear, consumer-facing story.
Wrote storyboards and script direction in partnership with a copywriter, grounding all creative decisions in brand priorities and consumer insight.
Led collaboration with brand, marketing, and cross-functional partners, aligning business goals with creative output and ensuring stakeholder clarity at every phase.
Hired and directed external partners, including production company, director, photographer, set designers, food stylist, and NYC-based paper artist responsible for the handcrafted animated cardboard visuals.
Produced comprehensive pre-production deck with visual language, art direction, set concepts, transitions, colour systems, and packaging integration.
Oversaw on-set art direction across multiple shoot days, serving as the liaison between creative crew and internal stakeholders to maintain strategic and visual consistency.
Managed budget, pre-production, and post-production, ensuring efficient resource allocation and creative problem-solving when constraints arose.
Led post-production and asset delivery, guiding edit rounds, ensuring structural continuity across all four videos, and working with media teams to prepare final files for distribution.
-
Delivered four fully produced hero videos, each aligned to a key brand pillar: taste, global impact, allergen-friendly, and good-for-all-ages.
Established a signature visual world for MadeGood by blending handcrafted cardboard artistry with live-action talent—differentiating the brand within a crowded better-for-you snack category.
Elevated packaging recognition by ensuring MadeGood boxes served as the narrative anchor in every video.
Developed scalable story structure and messaging templates now used across additional brand content.
Enabled smoother internal collaboration between creative and brand teams through robust documentation and clear campaign frameworks.
Successfully executed resourceful, high-impact set builds on a tight budget, such as constructing a miniature oat field with painted backdrops to create cinematic scale.
Reinforced MadeGood’s purpose by clearly demonstrating organic sourcing, sustainability, and community impact through storytelling.
Demonstrated leadership in national campaign development, creative direction, cross-functional alignment, and multi-part production management.
