Goldfish Crackers
Organic Social Content for Goldfish Crackers (a Campbell’s brand). From 2023-2025 I worked alongside several other creatives creating fun and engaging posts across Instagram and TikTok.
Timeframe: Jan 2023 - June 2025
Collaborated with: Tamara Tripp (Copywriter 2024-205), Rachel Slakter (Art Director 2023-2024), Chad Fenoglio (Creative Director 2023), Michael Skoog (Copywriter 2024), Joey Livingston (Copywriter 2023-2024), Chris Bailey (Creative Director 2024-2025)
Roles:
Timeframe: Jan 2023 - June 2025
Collaborated with: Tamara Tripp (Copywriter 2024-205), Rachel Slakter (Art Director 2023-2024), Chad Fenoglio (Creative Director 2023), Michael Skoog (Copywriter 2024), Joey Livingston (Copywriter 2023-2024), Chris Bailey (Creative Director 2024-2025)
Roles:
- Graphic Designer
- Art Director
- Illustration
- Production
TINNED FISH
Tinned fish have been trending lately, with the colorful and quirky designs of the tins appealing to both consumers and art enthusiasts. As a fish-free fish, Goldfish is clearly meant to exist in a tin...in some capacity.
While the logistics of actually creating sealed tins with the crackers in them is beyond what we could realisticall do with our budget and time-frame, with a little bit of stage magic, we were able to create it for social media.
I had a timeline of about 6 weeks from ideation to posting date to design and manufacture tins, and then get the production of the video and photographic deliverable options. My budget for creating this was $200 (Tammy, who was the copywriter/hand talent and I were on retainer, so our hourly cost was not factored in).
Early round mockups of the tin design were here. Mocked up on a tin as a proof of concept as what it would look like with the pull tab ove rthe design. I also had to design around the label breaking cleanly and not tearing in any sort of ugly way when opening.
For the actual preparation of the tins, I went on a mission to find an existing fish tin that could hold *roughly* 55 crackers—which is a serving, and I could order a decent amount of as each tin can only be opened once.
After finding the most ideal tin (King Oscar) I sliced out the back, and manually emptied out the sardines. I ran the emptied tins through my dishwasher three times to ensure it wouldn’t smell awful or leave any residue on the crackers. Believe me, my apartment smelled like fish for a solid week.
I then applied the label (a sticker sheet I ordered, was the most economical way to get the label made), filled up the tins with crackers, sealed them up with a bristol board backing, and then boxed up and mailed half the tins down to LA for Tammy to make use of her hands for video purposes.
With the client going for a video of Tammy opening the tin as the final deliverable, this ended up as one of our best engaging and performing posts of the year, on
time and even under budget.
I then applied the label (a sticker sheet I ordered, was the most economical way to get the label made), filled up the tins with crackers, sealed them up with a bristol board backing, and then boxed up and mailed half the tins down to LA for Tammy to make use of her hands for video purposes.
With the client going for a video of Tammy opening the tin as the final deliverable, this ended up as one of our best engaging and performing posts of the year, on
time and even under budget.
SPOOKY SNACKS
For 2023’s Halloween, the client was asking for some sort of “retro or throwback” kind of post with their product. It was pretty open ended, and we had felt inspired by old Halloween illustrations from when we were kids. Client loved the idea, and I then made a set of illustrations inspired by those Halloween images of yore.
HOUSE OF GOLDFISH
As a social media presence, Goldfish loves tying in with cultural moments, and had wanted to find a moment with HBO’s House of the Dragon returning in 2024 for a second season. Keeping in mind we did not have any feasible way to create a direct co-branded ad, as a team we thought out: well if the flavors(SKUs) were living in Westeros, what houses would they be? A bag is kind of a house anyways? (The carton—a castle?) And for the audience to relate, what would the houses’ sigil be? I then created a set of illustrations for the five flavors they were focusing on most for summer 2024—Pizza, Cheddar, Pretzel, Colors, and Vanilla Cupcake.FINNDER
For Valentine’s Day, we mocked up a Tinder-inspired dating app to showcase the range of cracker’s available to take home *wink wink*.
