Country Crock
In my role as Senior Art Director at The Fourth Agency, I led campaign creative, and visual direction for digital content released by Country Crock (Upfield) both social, web and paid media. Collaborating closely with my fellow Art Director, Dave Minakakis, and the Strategy Team, I contributed to the conceptualization and creation of content to continuously refresh Country Crock's presence in the digital space.
Project
Art Direction & Content Creation
Year
2019 - 2024
Art Direction & Prop Styling
As part of my responsibilities in art directing and prop styling recipe-style content shoots for Country Crock, I contributed by sketching out initial ideas before bringing them to life. This process ensured that every visual element was meticulously curated to enhance the appeal of each dish. From selecting the ideal table surface to sourcing props that perfectly complemented Country Crock's aesthetic, attention to detail was important. Through close collaboration with photographers and food stylists, we transformed Country Crock's recipes into captivating visual experiences.
Social Video Content
As one of the creatives behind Country Crocks's organic video content, I crafted the styling and supers (text overlays) to ensure each video resonated with the target audience and aligned with Country Crock's brand identity. From writing out shot lists, to selecting the perfect music for the featured recipe, every element was carefully considered to enhance viewer engagement and convey the brand's messaging effectively.
Organic Social Content
As Senior Art Director and Graphic Designer on the Country Crock account, I conceptualized along with the strategy team, and executed organic creative that captured the brand's personality. This ranged from creating illustrations, recipe cards to instagram story games. Each piece of content was strategically designed to resonate with Country Crock's demographic and drive engagement.
Illustration
Instagram Story Quiz
Recipe Cards
Pinterest Assets
Creating Pinterest designs and ads was also part of my role. These showcased the brand's delicious recipes in an engaging and visually appealing manner by drawing upon Country Crock's warm and inviting aesthetic. I selected vibrant imagery and videos created with the team at The Fourth Agency that highlighted the versatility of Country Crock's products. I created a cohesive Pinterest presence for Country Crock that not only captured attention but also drove traffic and conversions.
