Showcasing Food for Thought’s brand expression across events, dining, and social storytelling
Creative Direction Across Brand Moments + Social
Creative Direction • Brand Strategy • Video Direction • Visual Identity • Social Content
Showcasing how creative direction brought FFT’s story to life across content, spaces, and screens
TL;DR
Led creative direction for Food for Thought's signature brand experiences—from immersive event design and visual storytelling to trend-focused content and social-first campaigns. Every element worked together to reflect FFT’s personality across touchpoints, capturing attention and delivering meaning at every scale.
MY ROLE
Creative Direction, Visual Narrative Strategy, Social Campaign Direction, Event Design Oversight, Messaging and Content Development, Brand Alignment Across Platforms
PEOPLE
1x Visual Designer/Asset Manager
1x Marketing Director
1x Video Editor/Motion Designer
FFT needed more than good design—it needed a strong creative foundation to express who it is across everything it touches. I developed and led that foundation, making sure every event, post, or visual moment looked and felt unmistakably FFT.
Whether we were creating rooftop lounges, themed tasting rooms, or trend-based content kits, the work centered around story. From the first sketch to the final shot, creative direction set the tone—connecting strategy with expression, and making sure the FFT experience was consistent, thoughtful, and magnetic.
From physical spaces to digital scrolls, the creative wasn’t just seen. It was felt.
In-house photoshoot of the West Loop Neighborhood Buffet
Flagship reel capturing the energy, personality, and voice of Food for Thought
Food for Thought
Sizzle Reel
We created this flagship brand reel to capture Food for Thought’s spirit — a company built on experiences that are as memorable as they are meaningful. The piece became a cornerstone of our marketing, used across pitches, digital channels, and in the tasting kitchen lobby to immerse clients in the brand from the first moment.
Through themes of Elevated Events, Immersive Experiences, Inspired Cuisine, Plated Perfection, and Drinks That Dazzle, the reel brought our personality to life in ways that felt vibrant, thoughtful, and real. It was designed to show that whatever the vision, the possibilities are endless.
As Creative Director, I guided script, visuals, and production to ensure every detail reflected Food for Thought’s promise — not just to deliver food, but to deliver connection, celebration, and unforgettable experiences.
Event and culinary highlights that express the FFT brand of high end events
Extending the Brand Through Social
We launched FFT’s TikTok presence in June 2024 as part of a broader strategy to bring brand storytelling into more native and trend aware spaces. The content quickly gained traction with several posts reaching semi viral status and building real momentum.
We scaled content across Instagram, TikTok, and Reels with platform specific adjustments like swapping audio or reframing visual hooks so each post felt intentional to where it lived. Social became more than a channel. It became a creative playground and an engine for reach.
Everyday service made social
Quick hit TikTok content that captured flavor, surprise, and moments of delight while showing how FFT’s brand comes through in both big builds and daily drops.
In its first year, FFT’s TikTok content earned over 152,000 views, with multiple posts reaching 10k+ and two surpassing 30k.
Instagram Reel: Debuting a sensory experience designed to surprise
Captured the launch of VIPER, a four-person culinary display built for interaction and immersion. This content introduced a new type of food storytelling that blended design, service, and social shareability.
A reel styled to make the everyday feel brand-forward
Captured a behind-the-scenes look at FFT’s Mediterranean Mezze setup. The content framed drop off as elevated and intentional, featuring custom graphics developed by the marketing design team and brought to life through curated props, signage, and thoughtful execution.
Instagram: Bringing seasonal energy to the table
A festive visual built to showcase flavor, variety, and that wow moment before the first bite.
Reel that hit refresh on expectations
A visual hook designed to stop the scroll and reset expectations.
Elevating service with standout props
A signature setup where event ready graphics and thoughtful details turned service into a brand moment.
+2.4K Instagram followers and 180K+ views in its first year through platform aware content and consistent posting
Launching the First Trend Report + Campaign
Brought Food for Thought’s first-ever Trend Report to life through seasonal storytelling and cross-channel content. From food and fashion to color and texture, the campaign connected culture to cuisine. The report became a creative springboard for email, web, and social, keeping FFT’s offerings fresh and its audience engaged year-round.
Bringing Trends to Life
Curated bold visuals and color-forward layouts to spotlight trend themes, making the content both skimmable and memorable across print and digital.
Setting the Tone
Designed and art directed the Trend Report to feel editorial and energizing, pairing visual storytelling with seasonal insights to engage both clients and internal teams.
Instagram Stories teased trend themes and gathered votes before and after launch to keep momentum going
Instagram: A Bold First Look
Forty years in and still leading. This quiet teaser introduced a new way to look at trends—driven by insight, designed for the scroll, and rooted in presentation.
Previewing what’s next, one slice at a time
A moving snapshot of FFT’s trend themes. Each slice hinted at what was coming, building curiosity in the lead-up to launch.
Instagram Carousel: A preview with purpose
A first glance inside the 2025 Trend Report, designed to do more than look good. This post gave followers a feel for the guide’s voice, structure, and bold visual POV—built to inspire and drive downloads.
Instagram Reel: Trends brought to the table
Focused on FFT’s food and beverage forecast, this reel made trends tangible. Using real examples from FFT chefs, it turned inspiration into action and brought clarity to the content.
Rollout of the first ever FFT Trend Report resulted in a 27% lift in audience engagment, and over 900 downloads
Seasonal Content, Served Fresh
To keep menus fresh and visually engaging, I led recurring in-house photoshoots featuring seasonal specials and core offerings. Partnering with the executive chef, I curated selections and directed plating to align with brand standards and appetite appeal.
The resulting imagery supported a wide range of needs, repurposed across social, sales collateral, and web to drive promotion, client engagement, and brand storytelling.
Instagram Carousel: Wrapped with personality
A year-end nod to the Spotify Wrapped effect—this post packed cheeky headlines, crowd-favorite moments, and standout visuals into one shareable roundup. Built to entertain, it let FFT close the year with creative confidence and personality to spare.
Instagram Reel: Halloween with flavor
This festive reel showed how FFT leaned into the season with branded bites and themed service moments. Designed for delight and built for social, it proved that even playful content can strengthen brand presence.
4th of July Cocktail Reel
Quick, seasonal, and totally on brand. Just needed a red, white, and blue moment to keep things playful in the feed. Three themed drinks, one napkin flex, and done. This one was all about staying visible and having fun.
St. Patrick’s Day Wedding Carousel
Honestly one of the prettier ones. We leaned into the theme—without going full leprechaun—and the Field Museum backdrop gave us plenty to work with. A nice chance to shout out partners and show how FFT can be both polished and personal.
Thanksgiving Grazing Board Class Reel
Leaning into Thanksgiving here. We took FFT’s internal grazing board class and spun it into a seasonal moment for socials. Chefs shared styling tips, and the visuals screamed harvest table. Low-effort content, but it hit—festive, helpful, and easy to reshare.
Instagram Campaign: 12 Days of FFT
A festive, end-of-year series that repurposed standout content from the past year. Each post highlighted everything from over-the-top food displays to creative setups and team moments.
The 12-day countdown format allowed for consistent engagement while giving well-earned recognition to FFT’s vendor and venue partners. The campaign celebrated the season, reinforced key brand moments, and built social reciprocity in a fun, low-lift way.
Built to Tell a Story
A year’s worth of storytelling, but make it scrollable. From seasonal launches to cultural moments, every post served a purpose: drive visibility, flex the brand, and keep us in the conversation. Content wasn’t just pretty. It was strategic, scalable, and grounded in what makes FFT tick. Thoughtful design, clear voice, and just the right amount of fun.