Krispy Kreme Campaign Creative

creative direction + Leadership

Krispy Kreme is known as one of “the most loved sweet treat brands in the world.” Part of what keeps our brand fresh and relevant is the constant flow of new ideas and flavors that are featured in our shops across the US. The company’s limited time offerings are an important part of the business model that drive revenue and traffic while showcasing our headline worthy product innovation. 

It’s my responsibility to lead the internal team of talented designers and our external partners through the initial creative exploration, package design and photoshoots and make sure we hit all our major milestones and deliver world-class creative, on budget and on time.

milestone one — campaign identity

The initial stages of design focus on refining the campaign look and feel, as well as developing unique campaign lock-ups that feel as fun and playful as our sprinkle blend.

MILestone 2 — creative Packaging

Occasionally our iconic doughnut box gets re-designed for a special collection. My team is responsible for working with our printers to develop the die-lines and architecture needed to showcase our doughnuts and sometimes even provide some interactive fun.

This packaging not only ties the products to the campaign creative, but also generates a lot of buzz. Tens of thousands of likes and re-shares combined with coverage from major news outlets as well as creative industry blogs like Under Consideration’s Brand New prove that exciting packaging is a key driver in our campaign’s success.

milestone 3 — photography

Part of my role is managing the relationship with our photography studio, Salt Paper. I schedule the shoots, lead the pre-production calls and work as the liaison to ensure the shoot is executed on budget. My team of designers and I also provide on-set direction to the stylists, photographers and techs to ensure the doughnuts look perfect and ready to eat.

MILESTONE 4 — FINAL DESIGNS

Managing approvals and revisions for creative that supports a network of 300+ shops is no easy lift. From facilitating reviews to final pre-press checks and proof approvals, my team creates and delivers thousands of unique pieces of printed creative to shops all around the US every month.