PARTNERSHIP FOR CREAMIER ICE CREAM 2021

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.

The Partnership for Creamier Ice Cream was created to help spread the good word about extra creamy Tillamook ice cream. I lead the campaign visuals and concept development. After I defined the look and feel of the campaign I briefed partner agencies. Once we defined Baddie Winkle as the founder and spokesperson of the Partnership of Creamier Ice Cream, I worked with set design to create a monochromatic world for her office and kitchen. These spaces would be the platform where Baddie would address the internet. You can view all 6 short form PSAs here.

Headlines

ADWEEK: Instagram's Hippest Grandma Is the Face of Tillamook Ice Cream in This Colorful New Campaign

GUILTY EATS: Tillamook wants more cream in ice cream instead of “ice air”

“Cream Belongs in Ice Cream”

The hero film for the campaign shows Baddie Winkle discovering not all ice cream is built the same. Alas, the Partnership for Creamier Ice Cream is born.

“The Favorite”

Baddie has no bias but only when it comes to extra creamy Tillamook ice cream.

“Poster Party”

Watch Baddie start her grassroots campaign with a poster-making party. I was inspired by all the glitter signs on TikTok during this time.

Posters I designed for the campaign. They were pasted at the Tillamook Creamery

Ice Cream Truck Tour

To build on the momentum of PCIC we launched a southeast ice cream truck tour. I led the design exploration of the ice cream truck with the support of the design team. The final product was a whimsical retro ice cream truck complete with drip-like overhang and a PCIC flag.

Campaign Landing Page

I worked with Haus, the digital AOR, to bring PCIC to life on the campaign landing page. Utilizing assets I designed and stills, they invited visitors to join the movement with interactive posters and films.

PARTNERSHIP FOR CREAMIER ICE CREAM 2022

Due to the success of PCIC 2021, the team brought back the concept for 2022. Since the partnership was established by Baddie Winkle we took to the streets to democratize extra creamy Tillamook ice cream. The perfect person to help get the word out was Jenny Slate. We created a series of films that showed Jenny Slate discovering Tillamook ice cream at a creamery tour and then running into a wide cast of characters to share the good word of extra creamy Tillamook ice cream.

I also led the development of the visual center of the campaign. Defining the color, 3D type, and design elements I created a system that could easily be used across marketing channels. After exploring sample deliverables for digital banners, OOH, print, email, social, and Tillamook creamery activation I briefed the team and the agencies on the campaign look and feel,

Headlines

ADWEEK: Tillamook Continues Its 'Partnership for Creamier Ice Cream' With Jenny Slate

PCIC Visual Center

“Scoop Creamier. Share Creamier.”

Watch Jenny Slate discover Tillamook ice cream on tour at the Tillamook Creamery. After a taste, she’s ready to spread the word of extra creamy Tillamook ice cream.

“PCIC: Jenny Shares”

Watch Jenny Slate day dream about extra creamy Tillamook ice cream.

“PCIC: Our Mission”

Calling all creamy ice cream lovers, grab your carts and cones and share the word. Scoop creamier. Share creamier.