CULINARY SERIES | HELLOFRESH | ART DIRECTION

HelloFresh’s in-house Culinary Team wanted to create a series of videos that could be paired with a newly developed recipe category called Test Kitchen. These recipes showcase advanced techniques for those customers who want to level up their cooking skills by learning how to hand pull noodles, make a gastrique or even hand made wontons. This series show the faces behind the recipes while giving our customers step-by-step cooking tips and tricks.

I worked in collaboration with the Culinary Team on our video series, ensuring all the technical moments made it to our storyboard and the final edit. We also partnered on our food styling — I relayed any notes to our studio team, not only achieving a beautiful recipe but an accurate one as well for our customers who rely on our visual examples when diving into our recipes.

I lead the visual + art direction for video, recipe photography and CRM. This photography direction was then later used to direct HelloFresh’s new photo style across North America.