Every week our team would meet with the CFS Brands internal marketing department to align on upcoming product launches, tradeshows, trainings, and ongoing marketing initiatives. I often led these meetings, managing the project pipeline and keeping us on track. With multiple new product launches a year, our team would receive the products and begin planning the photo and video shoots immediately. We focused on showcasing the products in context, being used in realistic situations, alongside delicious food and drinks. I art directed the photos and videos featured here.

To support their mission of being positioned as a single-source supplier of all things front and back-of-house, we conducted two large single-day shoots. Each production featured over 50 CFS Brands products. I had the opportunity to plan and direct both shoots, managing props, the products, and day-of art direction.

For one shoot, we featured a bar scene showing how CFS Brands delivers everything needed to craft and serve the perfect cocktail or brew. For the other, we showcased complete dining and serving collections for both casual and upscale dining settings. In each shoot we were able to showcase products from the full family of brands.

Along with product photography, our team supported the brand with ongoing social media strategy, digital ad campaigns, tradeshow event design, and additional marketing support. Our goal was always to position the brand as a one-stop supplier that understands operator’s needs, keeping communication authentic and practical, balanced with energy and a sense of humor.