George Foreman

Role:
Lead Creative Producer and Casting Director partnering with cross-functional creative leadership—including Art Direction, Creative Direction, Product Design, Photographer and retoucher.

Project Purpose:
The introduction of the new George Foreman Grill presented a pivotal opportunity to reassert the brand’s leadership in the countertop appliance category. With innovations such as 30% faster preheat, fully washable grill plates, and an 8x more durable build, the launch required a premium creative strategy to clearly articulate product differentiation and elevate consumer perception. This initiative focused on strengthening market positioning, driving consideration among modern households, and supporting a high-impact retail and digital debut.

Deliverables:
A focused set of premium photo and video assets showcasing key product innovations, optimized for major retail platforms including Walmart and Amazon, as well as core marketing.