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