National campaign
Brand Values Storytelling
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Dave’s Killer Bread was looking for fresh ways to keep their mission— the hiring of people with criminal backgrounds, dubbed Second Chance Employment— at the forefront of the brand’s storytelling. With a modest budget, we approached this campaign with in-bakery photography creative connecting the company’s purpose with each loaf it produces, and the designers paired images with simple, bold typography. My roles included photography director, talent wrangler, campaign producer, and content creator, as well as lead collaborator, coordinating a paid native outreach partnership with VICE Media to amplify the cause and campaign.
Awarded: Adweek’s Media Plan of the Year, 2021
Total Campaign Spending $500,000-$1 Million.
Dave's Killer Bread | 'Purpose Behind Every Loaf'
Creative branding agency: Maxwell.
Media agency: Exverus Media.
Billboard and Out-of-Home campaign images provided by partner: Exverus Media.
