For Electrolux's global PR team, the "Secret Ingredient" campaign was about creating enduring food inspiration. Through agency JU'NK in Stockholm, I was brought on as Art Director to give these stories their visual soul.
This was a true multidisciplinary playground. I directed the creative on set, collaborating with a full team of culinary and photo experts to capture the perfect process shot. I then transitioned into the designer's role, adapting our footage and photography into engaging social pieces for Facebook and Instagram, digital content for their website, and elegant print materials for PR events worldwide.
From initial concept to final exported assets, I ensured each ingredient's "hero story" was told with consistent beauty and impact, making this large-scale production a testament to integrated creative direction.