I was involved early in selling this idea into the client, helping shape the concept into something both unexpected and brand-right— an activation that felt playful, ownable, and visually sticky.

Once the idea was approved, I led the design of the hammock itself, making sure the final piece delivered on both concept and craft. The goal was to create something distinctive enough to earn attention, but considered enough to feel like a natural extension of the HoneyBaked brand.

I also handled the photography and content capture, producing and editing the final photo and video assets used to bring the idea to market.

It was a smashing earned-media success, driving sales for Honeybaked in a time of year that most consumers don't consider purchasing ham.