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WELCH’S

Mixologist Series

The Ask: Welch’s was looking to expand its social portfolio with more high-fidelity, produced content that could compliment its existing programming.

The Delivery: I developed and sold in a Mixologist series built around creative drink recipes and an on-screen personality. I led creative direction from concept through shoot and post-production, traveling to Welch’s headquarters in Waltham, MA, to collaborate directly with the brand team and their in-house food scientist. The series gave audiences a new perspective on Welch’s and a contributing face to the brand.

The Opportunity: Flavortown was struggling to generate consistent views and engagement on social. The challenge was to move beyond a brand presence centered around Guy Fieri and give audiences a reason to actively participate in the world of Flavortown.

The Approach: As lead creative, I developed Citizens of Flavortown, a content and merch series built around irreverent characters, food, and Jackass style chaos. I led creative direction in building out a larger world for the brand, creating opportunities for audience participation and a more unpredictable approach to social content. The series generated 50M+ views and earned both a Shorty Award and Webby nomination.

Creative Director: Madeline Rasmussen
Creative Strategy: Peter Lucas
Account Director: Billy Griffin

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Creative Director: Madeline Rasmussen
Founder: Oz Hewitt
Studio Manager: Ruby Beenhouwer

Creative Director: Madeline Rasmussen
Director of Photography: Kyle Rothwell 
Creative Strategist: Eve Sorkin
Account Manager: Miranda Mariato
Producer: Danielle Kernell

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FLAVORTOWN

Social AOR

GODSPEED ARTS

Creative Director, Social

The Problem: As a grassroots, entirely artist run studio space, Godspeed needed to build awareness, attract community support, and raise funds to keep its affordable creative spaces running.

The Solution: As Creative Director of Social, I led creative across studio initiatives and major organizational milestones, including the launches of a community printshop and woodshop. Most notably, I developed and led the social campaign for the collective’s annual Gala, helping bring in hundreds of attendees and drive ticket sales to 300% of its original fundraising target.