We were tasked with concepting a new brand platform for the Edible brand. Which is how the Be Sweet Today campaign was born. You can be sweet any time, any place and for any occasion (even a sarcastic one). Along with this sweet and sometimes sassy new brand platform came a refreshed look - taking cues from the product’s colorful nature we made a modern, colorful Edible world. We took a product usually showcased as a static centerpiece and turned it into something eaten and enjoyed in a colorful real life scenarios.
We wrote a song that got stuck in our heads for months, collaborated with the infamous director, Drew Kirsch (who is obsessed with fruit) and got to make all of my colorful art director dreams come true.