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Garrett
Popcorn
Brand
Garrett Popcorn
Role
Creative Director & Producer
Scope
Seasonal and Evergreen Campaign Photography & Video
The brand
Garrett Popcorn is a Chicago institution. A nationally recognized specialty popcorn brand with a loyal following and a product that's as much about the gifting experience as it is about the snack. Their visual identity needed to match that premium perception across every campaign moment.
the brief
Over multiple engagements, Garrett brought me into concept and produced quarterly campaign content spanning their biggest seasonal celebrations: Christmas, New Year's Eve, and ongoing evergreen product content. Each campaign required a fresh visual angle while staying true to the brand's warm, celebratory identity.
Production & Creative Direction
Every project started before the camera came out. I managed full pre-production on each shoot, writing the creative brief, sourcing and contracting models and stylists, building shot lists, and handling production logistics from the ground up.
On set, I directed talent and crew to bring each concept to life, making real-time creative decisions that kept the work on brand and on schedule.
The seasonal campaigns required a careful balance: festive enough to feel timely, polished enough to stay true to Garrett's premium positioning. The evergreen work demanded consistency and repeatability, a visual system that could carry the brand between campaign moments without feeling generic.
The final product
Delivered photo and video assets across multiple quarterly campaigns, supporting Garrett's social, digital, and marketing channels throughout the year.
ROLE & CREDITS
Role: Creative Director & Producer
Scope: Seasonal and Evergreen Campaign Photography & Video
Brand: Garrett Popcorn, Chicago
Team:
Client Contacts: Joelle Wolinski & Jodi Hoover
Photo Assistant: Aliya Ikhumen
Models:
Logan T
Paige C
Adekite O
Jon S
Carrie C
Jenna C
James R
Chabik
Mike S
Arikka Wright
Penny Roman
Christian Martinez
Davion King
Avar Wright
Lani May
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