Work created at Mod Pizza, as art director on the Creative team.
As part of the MOD rebrand, we reimagined the famous MOD No Name Cake dessert, expanding both the flavor options and the way it came to life creatively. Instead of solely offering the original chocolate flavor, we introduced seasonal varieties that reflected and complemented the time of year: Strawberries & Cream for the Valentine’s/early spring season, Key Lime Pie for summer, Pumpkin Spice for the fall, and Peppermint for the winter/holiday season. Strawberries & Cream became the most successful No Name Cake launch in MOD history, outselling the others by a wide margin. I was responsible for proposing, pitching, and developing the creative direction for this cake’s bold new creative approach, drenching all the assets in bubble-gum pink, and personifying the flavor with a pink-haired pixie. The cake and the campaign also happened to serendipitously be scheduled to launch during the height of the Barbie movie’s cultural moment, so the pink-themed creative was perfectly timed.
As for the model… well, this is what happens when you propose a brand-new creative direction for a product launch and get approval, but there is no budget for a model (…ahem, MOD-el.)
Client: MOD Pizza
Art Director/Designer/Strawberry Girl MOD-el: Dianne Vallier
