VELVEETA: LIVE LIFE GOLDEN
In a post-pandemic world, Gen Z faces unprecedented levels of stress due to economic, social, political, and financial uncertainty, with 91% reporting significant impacts. To cope, they turn to self-care and pleasure outlets. Our project taps into this trend by introducing the Velveta cheese candle, providing a sensory escape and encouraging Gen Z to "Live life golden" carefreely.
Candle Packaging
Candle Packaging
Credits
This project was produced for the Young Ones Awards.
My role: Art Direction, Strategy, Video/Photo Production
Lead Creative Team: Karan Pimpale, Maite Escobar, Casey Saas
Video Commercial Cast & Crew: Karan Pimpale, Maite Escobar, Casey Saas, Itzel Fernandez (camera), Jalaj Bhatnagar (Lights) Cheyenne Rodriguez (Actress)
Photographer: Olivia Crutchfield