Tabasco Campaign
For this project, I was prompted to create a three-part social media campaign utilizing clever wordplay to sell a product or promote a company. The goal was to define a niche target demographic and gear all design choices towards them. I chose to market TABASCO hot sauce to true crime podcast enthusiasts, using humor and crime-inspired headlines to create an engaging Instagram campaign.
Art Direction, Photography, Photo Retouching
After sketching my ideas, I began bringing them to life. To maintain the campaign’s humorous tone, I gathered props for an evidence board, including TABASCO packaging, fabricated security camera footage, and a receipt.
I chose to personify the TABASCO bottle, positioning it as the central focus of the campaign. I also designed a faux crime scene and incorporated playful wordplay using red string, leaning into the familiar “evidence board” trope and maintaining a consistent, lighthearted mood throughout.
Process
