I created concept work, looking at various routes for a new Cheez-It campaign, working closely within the existing brand guidelines while pushing the creative to feel bold, playful and unapologetically in-your-face.

The brief centred on tapping into the excitement of the product, its intense taste, its crunchy texture, and the quirky, unmistakable shape of the snack itself. I used that oddity to our advantage, building a visual direction that celebrated the brand’s eccentric personality and amplified its sense of fun.

The result was a concept that stayed true to Cheez-It’s identity while elevating its playfulness and making the product impossible to ignore.