BLOCK JAMS VOL 1

During my time at Tillamook, I managed the visual direction of the marketing campaigns and how they looked cross-channels. This includes retail marketing, digital, crm, social, influencer, and paid media.

Inspired by the 90s and throwback to mixtapes, we created a campaign that featured cheddar-themed tracks that got you grooving in the kitchen. Tapping TikTok musical influencers, they created tracks that highlighted different product segments of Tillamook Cheddar. I led the design and visual direction of the campaign, leaning fully into cheddar and musical design elements. I created the visual center for the campaign and shared the direction with partner agencies. For the hero films, I partnered with the agency and director to bring the visual center to life in the infomercial spoof for Block Jams: Volume 1.

INFLUENCER KIT & SOCIAL INTEGRATION: Once the campaign launched, I worked with Portland Garment Factory to create custom seeding kits that could be sent to the TikTok influencers who wrote the cheddar tracks. These items were created as part of the strategy to link the creators to the larger campaign. That’s when the Tillamook Baby Loaf mic was born and the boombox lunch box.

OOH: The campaign came to life out of home as well. Epic cheese pulls and visuals that tied back to the musicality of the campaign were paired with headlines for cheese lovers to upgrade their cheddar choices to Tillamook. I led the design, art direction, and implementation of the final creative.

BLOCK JAMS VOL 2: Slices of Summer

For the summer we brought back the Block Jams campaign but focused on Tillamook Slices, since outdoor cooking is prevalent during this time. I worked with the agency to cast the influencers and have them show up in the spot. Also strategically aligning the product use-occasion with the infomercial vignettes.