Mrs. Field’s Cookies Moments.
Share Your Hero.
Every year deserves its own hero, and Mrs. Field's wanted a way to celebrate the ones who go unnoticed, veterans, teachers, parents, the everyday person who shows up for someone else without asking for anything back. As senior art director, I developed the brand and creative direction behind the program, then managed the creative across social and digital, elevating the Hero program into a real annual campaign, not a one-off promotion.
Mrs. Field’s Share Your Hero invited people to write an essay nominating theirs, entered into a sweepstakes built around school supplies for young children, alongside a direct call-out honoring veterans. Anyone could be a hero, and anyone could share one.
I illustrated the Cookie Hero myself, a simple cut-out character built to be playful and approachable, representing anybody and everybody. Used as both a persona and a recurring graphic element throughout the campaign, that Cookie Hero stood for something bigger than the promotion itself, inspiration, the person who took you to the next step and was always there when it mattered.
The work ran across social, landing pages, and live events, and it worked. Two full years of the campaign, both genuinely successful, cookies doing the job of celebrating the people who quietly hold everything together.
