Lance Snacks.
Lance came in through BFG (now 9 Rooftops) with a brand on the move, launching new products and looking to connect across more places their audience actually lives. As senior art director and lead, I was part of the creative team behind Lance Bold crackers, then carried that same energy across social and digital campaigns, website design, and refreshed digital spaces built to feel newer without losing what made Lance, Lance.
The big idea was simple: meet people wherever the moment is. Collaborations with the X Games and Nyjah Houston brought Lance into action sports culture, while family "Snacktivities," healthy recipes, and kids' snack ideas kept the brand present at home, playful, hands-on moments built around snack time itself. On-location events, sweepstakes, and "surprise and delight" activations ran across every one of those segments, keeping Lance visible and felt, not just advertised.
I was there across nearly all of it, brand, ideation, product development, social, media, events, and web, scaling multiple segments and projects at once and bringing real motion to a brand built to stay in constant movement.
Snacks applied.
