Theo Chocolate Filled Product Launch Campaign

Theo Chocolate launched a new Filled product line in 2024. Featuring 55% dark chocolate filled with decadent, creamy, crunchy fillings, the 3 flavors in the line are the perfect daily indulgence. The line also introduced an exciting innovation - a new-to-category compostable packaging material.

Project Deliverables: style guide & asset toolkit | campaign creative including custom landing page, emails, paid promotional digital ads, brand.com and Amazon assets | art direction for photography and videography | creative direction for packaging and front-of-pack photography | retail merchandising, signage, and displays

All images and videos property of Theo Chocolate.

What I did:

Creative Direction & Style Guide:

I developed the launch campaign creative direction, working alongside the Theo Marketing team to bring the communication priorities - conveying the decadence, playfulness, and unique texture of the products - to life through bold jewel tones, patterns, and layered illustration forms.

A comprehensive style guide and asset toolkit ensures cross-channel consistency and scalability.

Photography and Videography:

From storyboards to final retouching, I provided planning, art direction, styling, and post-production for a photo and video shoot, working alongside other creatives to bring the campaign concepts to life.

Digital Campaign Assets:

As part of the comprehensive integrated marketing campaign to support the product launch, I designed a dedicated responsive landing page, emails, social assets, paid promotional ads iterated across a wide variety of formats for search and social, and brand.com and Amazon PDP and homepage assets.