All Work
The bag everyone knows.
The bag everyone knows.
The brand nobody does.
Campbell's acquired Snyder's-Lance in 2018. Snack Factory came along for the ride — real product equity, zero brand awareness. People knew the blue-striped bag. Nobody knew Snack Factory.
The brief: give this brand a world it could actually own and launch its first national advertising campaign.
What I Did
I built a literal Snack Factory — a full studio set design and branded visual world. Each "room" of the Factory was concepted, designed, and art directed to showcase a different product and personality of the brand.
This wasn't a mood board. It was a real build-out — physical set construction, propping, art direction, production. The world became the visual foundation for the brand's first national advertising campaign across TV, social, digital, and retail.
Every environment was designed using a layered approach — backgrounds standalone, products versatile across formats — to maximize output from a single controlled shoot.
We built a literal Snack Factory — a real studio world where the brand could finally live.
Each environment designed and built in studio — different rooms, different moods, same visual identity.
Sets were built with the layered approach: backgrounds standalone, products shot versatile across formats, talent handled legally. One shoot yielding a full brand world's worth of content — TV, social, digital, retail — all from a single controlled production.
The result gave the brand something it had never had: a visual language it owned, distinct from the generic pretzel crisp shelf and immediately recognizable as Snack Factory.
