The Challenge

To create social media videos for the Mother's Day campaign. The goal was to tell emotional, nostalgic stories that fit the brand's warm visual style, while optimising each format for high engagement.

The Solution

I developed and executed the creative direction for all the videos based on the brief. The campaign used different concepts: from more branded ads to more organic reels. The wild card was a heartfelt, scroll-style social media story about different moms, designed to grab attention. For the in-feed reels I used Instagram’s native fonts instead of the brand’s official typography so the ads would look organic, while keeping the brand's colours. For the paid story ads, I focused on clear text placements and storytelling to make sure the message got across before users swiped away.

Deliverables

4 social media videos (2 Stories and 2 Reels) with a mix of clean layouts, recipe integration, and engaging storytelling.