HEINZ: WAKE IT UP — SPEC AD

During my senior year at SCAD, I helped develop a spec commercial for Heinz as part of a collaborative course tied to the Young Ones Award Showcase. The brief focused on positioning jalapeño ketchup within a breakfast context for a Gen Z audience.

As Production Designer, I led the visual direction from concept through execution, overseeing art direction, location scouting, and food styling to translate our storyboards into a cohesive on-set world. I worked closely with the director to problem-solve in real time, ensuring every prop and detail supported the narrative, down to fabricating custom elements like a modified stainless steel pan for a key shot.

The project was awarded the 2026 NATAS Student Production Award for Commercial. More importantly, it reinforced my approach to production design as both a creative and technical discipline, where intentional decisions shape how a story is experienced.