As Creative Director, I led the full rebrand of Happy Egg—transforming a premium egg brand into a category standout with a fresh look, clear voice, and a whole lot of joy. From strategy through execution, I led the Crack Open Happy campaign: a full-scale refresh that included new brand positioning, messaging, packaging, and a cohesive visual identity brought to life across every major touchpoint—retail, DTC, website, social, CTV, Meta, and podcast.
In a category full of confusing claims and bland branding, our goal was clarity, simplicity, and a bold splash of happy. I directed a team of in-house creatives and agency partners to build something visually bright, emotionally resonant, and strategically sound—work that earned industry recognition (hello, AdAge) and drove real consumer connection.
