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Barilla - While The Water Boils

Barilla asked us to help them reconnect with a new generation of customer, define their brand, and in the process help reverse a 10-year decline in pasta consumption. No small task. But we did it. In this social and earned campaign, we reminded Millennials & Gen Z that the brand was built around and stands for pursuing one's passion—theirs for pasta, but also yours for whatever it is you're passionate about. With a big idea at heart, we developed a content series talking to people famous for chasing their passion as the key activation, and an earned-centric campaign built around it. Perceptions changed. Barilla's sales went up. And, no joke, in the 6 months after the initial debut of the campaign, the category rebounded and began growing for the first time in over a decade. For this project, I helped develop the strategy, came up with the big idea, the line, the web series concept, and lead the development & pre-/production/post of multiple seasons of the series as Creative Director, as well as the integrated program around it.

Project Roles
Copywriter, Creative Director, Writer
Brand Strategy, Celebrity, Comedy, Conceptual, Content, Copywriting, Creative Direction, Creative Research, Creative Strategy, Design, Digital, Documentary, Editing, Entertainment, Film, Filmmaking, Finishing, Food, Humor, Integrated, Lifestyle, Management of Teams 1-10, Strategy
Brand Films, Brand Identity, Branded Content, Commercials - Video, Short Films, Social Media Content, Websites
Project Industries
Advertising, Entertainment, Lifestyle, Packaged Goods