Hilary Braun
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Lobster from Maine

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role: Art direction & social strategy

During my time at Weber Shandwick, I was challenged with leading creative on social media for the Maine Lobster Marketing Collaborative. I worked closely with our digital team to define what stories needed to be told and how to best bring them to life. I was responsible for creating detailed mood boards, briefs, finding talent, art directing both photo and video shoots and post-production. Goals of our campaigns included:

 

Collaborators

Lifestyle Shoots
Photography: Patrick Daly

Recipe Shoots
photography: Heath Robbins
Food Styling: Catrine Kelty
Prop Styling: Janine Maggiore

 
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Showcasing sustainability
Educating the audience on the Maine Lobstermen’s environmentally responsible practices, including tail notching, size limits and safe harvesting methods. 

 
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Telling the New Shell story
After a lobster molts, seawater fills the gap between the meat and the new shell and naturally marinates it. The result? Tender meat with a fresh, briny flavor.

 
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Bringing you on the lobster boat
Answering questions like: What time does a lobsterman wake up? How did he/she become a lobsterman? Who else works on a lobster boat? And do lobsters really grow their limbs back? (Answer: yes).

 
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Creating inspiring recipes
Our team collaborated with chefs from all over the country to develop new recipes and re-imagine the classics. We also covered the basics, like how to break down a lobster and cooking methods.

 
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Make it Maine
Capturing what makes Maine so unique. From rocky shores, pristine waters and early mornings to the many industries involved in bringing fresh lobster to your table.

 
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For more behind the scenes, check out my blog posts here and here.