+ Project

I led the art direction and concept development for KitchenAid’s Blend the Rules campaign, spotlighting the new Pure Power Blender, a product that’s both accessible and impressively powerful, featuring a precision speed knob for perfect textures every time.

The production was shot in Ljubljana, Slovenia, where I oversaw set builds, talent selection, wardrobe, and lighting. The creative direction centered on authenticity with a touch of quirkiness, encouraging people to make recipes their own and have fun exploring in the kitchen with the ones they love while hitting on key product features.