BRAND CAMPAIGNS

TILLAMOOK BLOCK JAMS was initially conceived by an outside creative agency with overarching themes then handed off to me by Art Manager Jon Hsu, with direction to develop a retro music visual language. From that brief, I originated the campaign's entire aesthetic world, developing a 70s/80s narrative built around VHS graphics, van striping, and boombox culture. I conceived the cheese block boombox as the campaign's central image and designed the complete asset suite including the logo, musical notes, and pattern system that became the visual center in two days.

NYC HUDSON YARDS POP UP In partnership with Happy Lucky, the second phase of the Block Jams summer campaign was a NYC Hudson Yards pop-up. Tying back to the visual center I initially created, I was brought in as the Tillamook brand expert to lead all graphic design and art direction for the activation — ensuring full visual consistency with the campaign's established language. This included art directing all color decisions for the physical builds, which were rooted in my original campaign design. Deliverables included menu boards, sample serving paper repeat patterns, burger flipping platform, uniforms, game entry stand, and marketing ads — all designed, spec'd, and delivered in under one week, with final approvals by Art Manager Jon Hsu. Amalya Haver oversaw all communication and project management responsibilities with Happy Lucky, who oversaw the builds.