la victoria

Show your Flavor

A sense of personal style bleeds into every cornerstone of a Millennial’s lifestyle and livelihood, and it doesn’t stop with how they experience food. They don't want to follow old rules or recipes; they want to create their own twist.

Tasked with this knowledge, I led a team of designers and animators in creating a campaign showcasing four personas who use La Victoria salsa to create their own unique culinary creations, with curated Title Art taglines and animations to reflect each Millenial demographic.

A Cathartic Cookbook for the Holidays

After a successful launch, our team was jazzed to continue the newly minted brand personality for upcoming holiday campaigns. The first up? Thanksgiving. Let’s be honest, Thanksgiving has deep potential to go sideways. Maybe it was a new in-law that pushed their political view too intensely, a sibling that projected their career goals onto everyone, a parent that cried into their gravy pressing you to move back home. Or maybe it was us; we weren’t ready for a table full of questions we couldn’t answer.

La Victoria wants to help us find unique ways to release emotions (especially repressed less-than-savory ones) before sitting down at the dinner table— So we designed a cookbook of unique recipes that involve strategically cathartic methods. Don’t Bottle It Up: A Cathartic Cookbook for the Holidays includes recipes like “My Mother-in-Law is the Devil-ed Eggs”, “Uncle Bob is a Total C-ass-erole”, and “Smash Something Mashed Potatoes” that use La Victoria’s salsa, enchilada and hot sauces to fill the tablescape.