Fresh campaign, old ingredients

Once the system was in place, we had a problem to solve: how do we create an entire brand campaign with zero new footage? Before I came on the team had re-purposed footage from an old shoot to cut some new spots using an external production house. But after the first few aired our Senior Copy Writer, Katie Burkhart, pointed out something critical: we had lost the story. The original concept of "Made Right Here", the freshness, the made-in-house tortillas, and the identity... lost. These new videos and campaign required capturing the original ethos, utilizing solely existing assets. This is where the motion came in.

I initially ideated and aggregated inspiration to create a mood board for the new videos, collaborating with Katie Burkhart and Anne Frey to finalize the visual concept. Anne Frey helped further develop these and designed the final style frames from our initial ideas.