A full season of social for Hostess.
For the back half of FY26, I led creative development for Hostess's social presence, spanning six platforms, four core products, and four seasonal drops.
Working alongside a copywriter and supported by a strategy team, I owned the creative pipeline from concept through final delivery.
The goal was to make Hostess feel unmissable to a younger generation of snackers, and to do it with the kind of humor and personality that actually stops a scroll.
Platforms: Instagram, TikTok, Facebook, Pinterest, Reddit, Snapchat
Can You Pay?
The insight
Cupcakes Minis are small enough to stash anywhere and just the right size to be the only thing you carry.
The idea
We jumped on a trending TikTok moment (the "can you pay for dinner?" purse reveal) and filled it with nothing but Cupcakes Minis.
Role: Concept, art direction, shoot direction
Don't Half Snack It
The insight
Hosting season was coming, and everyone was looking for ways to impress their guests.
The idea
We created a carousel of Hostess hosting tips, each one built around a product pun.
Role
Concept, art direction, shoot direction
The Golden Child
The insight
Twinkies are not just a snack. They're a flex and deserve their main character moment.
The idea
We gave Twinkies a full WWE-style reintroduction, turning a snack break into a cinematic event. On-screen text reads like a wrestling title card: "The Golden Child. Deliciouslie Soft, Sweet, Creamie, Undefeated."
Role
Concept, design, animation
Festive AF
The insight
Holiday content for snack brands tends to blur together but we needed Hostess to cut through the usual feed with something people actually wanted to engage with.
The idea
I designed a fake Hostess ugly holiday sweater, and built the entire video around it as if it were real merch. The video opens on someone wearing the sweater, zooms in on the details, then reveals the limited-edition Holiday Cupcakes packaging.
Role
Concept, design, animation
49
assets delivered
(36 net new, 13 repurposed)
4
core products
4
seasonal drops
1
full production
shoot directed
The Complete Scope
8
concepts executed
from scratch with a limited budget
Agency: Digitas
Client: Smucker’s / Hostess
Copy: Tamara Vasquez
Creative Director: Alexandra Askot