Ad 1: The Child (Grandma’s Kitchen)
Visual: A bright, sunny kitchen counter from a low, wide angle (a kid’s eye view). A perfectly cut, crustless PB&J sits on a brightly colored cartoon plate. There's a glass of milk with a fun straw next to it. In the background, Grandma's hands are visible, closing a bread bag.
Headline: "Crusts off. Cut into triangles. Extra jelly."
Subhead/Tagline: How you take it changes...
Ad 2: The College Student (The Dorm Desk)
Visual: A messy desk at 2:00 AM, lit only by a desk lamp and the glow of a laptop screen showing a half-finished paper. A chaotic, open-faced PB&J is slapped onto a paper towel next to a mountain of textbooks and highlighters.
Headline: "Spoon-spread. On a paper towel. Midnight fuel."
Subhead/Tagline: ...where you take it changes...
Ad 2: The College Student (The Dorm Desk)
Visual: A messy desk at 2:00 AM, lit only by a desk lamp and the glow of a laptop screen showing a half-finished paper. A chaotic, open-faced PB&J is slapped onto a paper towel next to a mountain of textbooks and highlighters.
Headline: "Spoon-spread. On a paper towel. Midnight fuel."
Subhead/Tagline: ...where you take it changes...
Moodboard
Skippy has an incredible, enduring retro identity that people inherently connect with comfort. Our goal with this campaign is to lean into that heritage. We’re moving away from high-gloss, minimalist modern ads and instead embracing a beautifully cluttered, lived-in aesthetic that feels honest and real. By pairing soft, warm lighting with vintage-inspired layouts and classic typography, we’re creating a series that feels less like a commercial disruption and more like a nostalgic piece of art.
Rough Draft for my Partner
To execute such a prop-heavy, highly specific vision, I built a quick proof-of-concept mock-up at home using my phone. This rapid prototyping served a dual purpose: logistically, it helped me map out the extensive prop inventory needed for the final studio session, and creatively, it ensured my partner and I were completely aligned on the art direction. This initial phone capture allowed me to test early spatial composition, including the exact blocking for key focal points like the Skippy jar and the layout of the typography.
Raw Photos
For this project, my photography partner and I focused on built-from-scratch world building, using raw photography to establish a distinct environment and narrative around the subject. While we successfully captured the intended mood, the complexity of the background created an unexpected challenge for typography. To prevent the final layout from feeling cluttered, I collaborated with my instructor to experiment with two distinct typographic styles that successfully balanced the busy imagery and restored visual hierarchy.
