Fetch Rewards X General Mills

Back to School Campaign

Role
Lead Creative Producer and Set Designer. In collaboration with the Art Director, Creative Director, UI/UX Product Designers,Graphic Designer, Photographer and retoucher.

Project Purpose
Back-to-School represents one of the most influential sales windows in the Consumer Packaged Goods industry, offering a pivotal moment to accelerate growth. This initiative is designed to strategically capture the Back-to-School demand surge by strengthening the value proposition of General Mills brands, expanding brand awareness, and driving new household acquisition during this short, but mission-critical period.

Deliverables:
High-quality photo assets optimized for use across key marketing channels: including email, in-app messaging, blog content, social media, and offer and brand pages. This enhanced engagement, elevated brand presence, and drove campaign performance.

BTS_GMI_Teacher_HoldingNatureValleyBar.jpg
BtS_GMI_RecipeCarousel_Cheerios_July2025_ENG (1) (1).png
BTS_GMI_ProductHero_Snacks.jpg
BTS_GMI_ProductHero_CinnamonToastCrunch.jpg
BTS_GMI_Kitchen_HoneyNutCheerios.jpg
BTS_GMI_Kitchen_EatingCereal (1).jpg
BTS_GMI_Dorm_CatchingCheeriosInMouth.jpg
BTS_GMI_HoneyNutCherrios_V2.jpg
BTS_GMI_DormFridge-FullCollection.jpg
BTS_GMI_Dorm_NatureValley_SnackBars.jpg
Phonecombo.png
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Behind the Scenes

  • A modern kitchen with bright yellow cabinets, a yellow table with black legs, and black-and-white checkered floor tiles.
  • A person takes a photo of a woman sitting at a red table in a studio with a red backdrop, sunlight coming through a window.
  • A photoshoot scene with a woman operating a camera and a man kneeling on the floor with his back to the camera, while a young man sits on a blue bean bag in a room with blue walls and street art-style pictures.
  • A woman with long black hair, wearing a yellow top, blue pants, and red shoes, is sitting on a yellow kitchen counter with her eyes closed, smiling, holding a snack bag. The background features yellow cabinets, a yellow wall, a small clock, and snack items on the counter.