Minute Maid needed a wakeup call. Creative looked tired, familiar and stocky. It needed a north star. Together, my partner Taylor Rebhan and I turned a 70 year-old brand from content creator into content publisher, and in doing so we became location scouts, hand models, 4 year-old painters, wardrobe artists, child wranglers, Martha Stewart homemakers and parents.
From strategy, ideation and planning, to shooting and editing in-house, the new look and feel became a success, and was applied across traditional and digital spaces. Our standards were eye-catching simplicity, little moments captured as they are. Handwritten text overlays show that time, care and goodness have been put in. We use down-to-earth language and everyday objects. If it’s seen and heard in real life, we embrace it.
