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Recipes

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Senior Art Direction of healthy recipe video series

Client: Under Armour

 

Objective

To continue highlighting the Under Armour Connected Fitness blog as a nutritional resource, and to stand out as a healthy recipe destination in a saturated market of food videos.

Approach

We created an instructive recipe video series that features healthy meals and dishes—nutritional snacks, guilt-free desserts, high-protein entrees. etc.—to demonstrate how easy and accessible healthy eating can be.

Role

For the past two years, I have been the creative lead for this series, collaborating closely with the client to select which recipes to feature, and exploring ways to continue evolving the series. I am involved in pre-production, production, and post, providing creative oversight at all stages—from establishing look and feel, to on-set collaboration with the director and crew, to providing feedback to our editors.

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