Social design and production for Jif PB&C.
Jif launched its Peanut Butter & Chocolate spread with "The Merger," a 360° campaign that treated a new flavor like a corporate takeover.
It was one of the biggest campaigns I worked on at Digitas, involving a TVC, celebrity talent, and coverage across every major platform. I joined the social team during final production and stayed on through the post-launch phase, with my role growing as the campaign evolved.
Featured in Ads of the World.
Role: Production design, social content design, post-launch concept and production
Campaign Launch
During the campaign's social rollout, I designed graphic elements that brought the merger world to life across platforms. While the creative direction and worldbuilding came from the larger team, my job was to make it look right and feel real.
Evolving Beyond
The Merger
After the TVC world ran its course, PB&C still needed to show up on social.
The corporate-merger metaphor had a shelf life, so the content had to evolve toward something more food-first and platform-native.
Role: concepting ideas, directing shoots, and producing the final assets.