Vosges Haut-Chocolat had the heritage, the product quality, and the loyal customer base. What it didn't have was a creative foundation — no visual system, no asset library, no consistent look and feel across channels.
As sole CD, I owned everything: brand strategy, photography direction, campaigns, web, social, email, partnerships, and product launches — across the most important selling season of the year.
The unique thing about this engagement was the scope of the creative opportunity — we weren't just building campaigns to support existing products. We were creating the products and packaging themselves, often limited edition, and then concepting and producing the full campaign to support them. Truly beginning to end: from the product idea, to the package design, to the shoot, to the campaign assets deployed across every channel.
I built and directed three distinct visual looks for the holiday season — advent, collection drop, and evergreen lifestyle — then led a product launch that came together entirely on set, and directed a partnership collab that became one of the brand's most talked-about moments. All of it built as a modular, reusable asset system.
Channels covered: paid social, organic social, web, email, OOH, influencer, packaging, retail, events.
The Foundation
Needed to go back to basics — stripped logo back.... reinvented and refined original handwritten version.
For Vosges's biggest sales season of the year, I built a complete visual world — multiple distinct looks that could work across every channel simultaneously. Advent calendar content, a collection drop visual system, and a lifestyle set designed for longevity. All art directed in studio using the layered approach: products isolated, backgrounds standalone, everything built to recombine and extend indefinitely.
I also produced animated content and motion GIFs, and collaborated with the St. Regis Chicago on a co-branded holiday lobby experience including a giant physical advent calendar installation.
Evergreen photography
Evergreen studio photography — modular asset library built for year-round deployment
Advent & holiday campaign
Advent & holiday campaign — photography and launch video
No time. No budget. A chocolate-covered macaron — the first of its kind for Vosges — and a real problem: you can't see the macaron when it's in its final chocolate-covered state. How do you explain to a consumer what they're buying when the product itself doesn't show what it is?
The solve came literally on set. We were already shooting something else when I saw the opportunity. I got hands-on with the set design and direction — my photographer partner welcomed it — and we squeezed in a few shots that solved the problem creatively: showing the macaron in its stages, styling it in a way that communicated both what it was and how delicious it looked.
The full launch — photography, social assets, web, and email — did the work to explain what it was while making it look irresistible. The macarons flew off the shelves.
Macaron launch — concepted and shot in a single studio session
The idea came while on set. The shoot was already happening. That's the skill — knowing what to do with a moment when you see it.
Vosges × The Smashing Pumpkins. Two worlds that didn't obviously belong together — until I found the through-line. The concept: reimagining. Reimagining an album. Reimagining recipes. Reimagining album cover art for a special edition package full of easter eggs that connected the dots for fans.
I commissioned an artist to apply this concept to the packaging — making something new out of the original album artwork, with hidden references woven throughout. "A Remix of Artistry" — bringing two brands together through craft and creative vision. Then repurposed the art and the concept into a full campaign: motion, social, paid, and product storytelling. Each chocolate bar named after a lyric. Each flavor profile matched to the song's feeling.
Built on an extremely accelerated timeline with scrappy resources. The work held together because the idea was airtight.
Package design
Package design — box set and individual bars, each named after a lyric, flavor matched to the song
Campaign executions — paid social
Paid social — animated campaign executions
Story format executions
Instagram Stories — campaign executions across formats
Paid + organic social — 4:5 animated executions