All Work
The bag everyone knows.
The Situation
Campbell's acquired Snyder's-Lance in 2018 for $4.87 billion. Snack Factory came along for the ride — a brand with real product equity and zero brand awareness. People knew the blue-striped bag. People knew "pretzel crisp thingys." Nobody knew Snack Factory.
The brief was simple and enormous: give this brand a world it could actually own, and launch its first national advertising campaign.
What I Did
I built a literal Snack Factory — a full studio set design and branded visual world that gave the brand an ownable aesthetic identity it had never had. Each "room" of the Factory was a different environment, concepted, designed, and art directed to showcase a different product and personality.
This wasn't a mood board or a styleframe. It was a real build-out — physical set construction, propping, art direction, and production. The world I built became the visual foundation for the brand's first national advertising campaign, anchoring TV spots, social content, and digital assets.
The studio world method was central: every environment was designed to yield maximum versatile output — multiple products, multiple formats, multiple uses — from a single controlled shoot.
We built a literal Snack Factory — a real studio world where the brand could finally live.
The Studio World Method
The Snack Factory wasn't a location — it was a constructed world. Each environment was designed and built in studio: different rooms, different moods, different products, all within the same cohesive visual identity.
Sets were built with the layered approach in mind — backgrounds designed to work standalone, products shot to be versatile across formats, talent direction handled to maximize combinable outputs. One shoot. An entire brand world's worth of content.
The result gave the brand something it had never had: a visual language it owned — distinct, scalable, and immediately recognizable as Snack Factory rather than Pretzel Crisps.
The Result
Snack Factory is the direct analog for what large portfolio companies need for their undersupported brands. Real heritage, real product equity, no creative infrastructure. The brand was there — it just needed a world. That's exactly what this offering is built to do.