Magic Spoon
Creative Direction
Product and Lifestyle Photography
Brand Identity Development
Brand Strategy
Packaging Design
Paid & Organic Social
Brand Bible
Brand Voice Development
Merch Design
Product and Lifestyle Photography
Tradeshow Booth Design
Ai Image Gen
& All other Magic Spoon CreativeHead of the creative department for the past two years while reporting directly to the Chief Commercial Officer. Lead creative across brand, packaging, product launches, campaigns, retail, paid social, digital, and photo/video production.
Own creative direction from strategy through execution, including team leadership, department budget management, external partner oversight, and cross-functional collaboration with founders, C-suite leadership, growth, brand, product development, innovation, sales, and operations teams.
Coming Soon:
A New Look for Magic Spoon
Top of Funnel Spots
Led creative development of two top-of-funnel Magic Spoon video ads across TV, YouTube, and paid social, testing new creative directions after six years of relying on legacy spots.
Both ads delivered strong performance and positive team feedback, generating clear learnings on which creative approach to scale for future brand campaigns.
Product Launch: Protein Oats
For the launch of Magic Spoon Protein Oatmeal, I led creative across packaging, production, and campaign development for a high-stakes product introduction that also marked the first public expression of Magic Spoon’s new packaging direction.
This project carried added importance because Protein Oatmeal was not just a new product launch. It was the moment where we introduced an evolved brand identity system to the world. The packaging needed to work hard on multiple levels: communicate a new product format, establish appetite appeal in a new category, differentiate on shelf and online, and signal a broader shift in Magic Spoon’s visual direction.
I partnered directly with the C-suite and co-founder team to help shape the packaging system, balancing founder feedback, category needs, and the long-term brand identity implications of the redesign. The work required more than executing a package. It involved helping define how the new Magic Spoon design language should show up in market for the first time.
After packaging was printed, I creative directed the full launch campaign. I developed the shot list, directed and personally captured imagery, and oversaw launch creative in partnership with Senior Designer Steffi Lee. The final launch system brought the new packaging to life across campaign imagery, product storytelling, paid and organic assets, and the broader visual world around Protein Oatmeal.
A little peak into the oatmeal launch process:
Product Launch: Protein Pastries
For the launch of Magic Spoon Protein Pastries, I led the creative execution across packaging, production, and launch assets for one of the brand’s highest-priority innovation projects.
The project began with packaging. The original system was too visually close to other products in the category, so I partnered directly with Magic Spoon’s C-suite to help push the design into a more ownable, differentiated direction. Because Protein Pastries was a deeply personal project for one of our co-founders, the process required close collaboration, fast iteration, and careful navigation of strong founder input while still protecting the clarity and distinctiveness of the final creative.
Once packaging moved into production, I attended press for the packaging run and worked through the realities of print execution, including proofing, color matching, and final production details. This ensured the finished packaging translated correctly from screen to shelf and maintained the intended brand impact.
After packaging was printed, I creative directed the full launch campaign from concept through final asset delivery. I developed the shot list, directed the photoshoot with Breakfast for Dinner Production, and guided the overall creative system for launch in partnership with Senior Designer Steffi Lee. The final work spanned campaign imagery, product storytelling, launch assets, and the broader visual direction needed to introduce Protein Pastries as a distinct new platform within the Magic Spoon brand.
A little peak into the pastries launch process:
