Client: Macy’s
Role: Art Director, Editor, Designer, Videographer, Set Styling
Team: Christy Pitre (set stylist)
Jessica Davis (photography)
Leslie Junieth (videography)
Alexis Herrera (video assist)
Gabe McFadden (copywriting/VO script)
Ardenis Perez (copywriting/VO script)
Claire Stephens (producer)
Putting the fun in functional with Molly Yeh
▶︎ 37k+ views ♥︎ 1,000+ likes ☻ 35+ comments
How these assets took form on organic channels
Molly Yeh is a household name — Food Network host, cookbook author, restaurant owner. She’s known for color, sprinkles, baked goods, and her iconic midwest/mid-century/farmhouse kitchen where her show Girl Meets Farm is set.
In August 2022, Molly and Macy’s collaborated on a new line of bakeware and kitchen essentials aptly titled Girl Meets Farm by Molly Yeh.
Ideally, we would have loved to have Molly in studio in NY for the shoot — she is such a recognizable figure and her face and personality are the brand.
However, she had prior filming arrangements in North Dakota for the show. But, her team was very generous in letting us develop a photo/video shot list for them to execute in North Dakota while we produced a shoot in NY that just used hands.
As for our shoot in NY, since we wouldn’t have her as our brand element, we dug into hours of Molly’s Food Network show and the content she posts on her IG and landed on a common motif: sprinkles.
Molly loves sprinkles and her fans know it. The color contrast that the concept of sprinkles inspires is all over Molly’s new line of colorful cookware.
Our video output for this campaign fell into two camps: paid and organic media
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Paid Video | Notes I edited this video using various shots Molly and her team created for us from our list to tell the story of Molly in her home showing off her new collection.
It was important to lead with Molly’s selfie shot for instant brand recognition, and then move into her new product line, cutting in between with outtakes and fun moments.
▶︎ 129k+ views ♥︎ 2,400+ likes ☻ 50+ comments
Organic Video | Notes I concepted, produced, styled, shot and edited this video from my apartment in Brooklyn, NY.
Its August 2022, it’s hot as hell in the U.S. and we’re all looking for hearty breakfast recipes that don’t require turning on the oven. Enter Key Lime Pie Overnight Oats. No heat, only fridge. Mixing it together in Molly’s glass containers and voila — you’ve got a filling breakfast that transports you straight to the breezy keys.
