Goodness Is in Our Nature was Nature's Own's first national commercial campaign—yes, even as the #1 bread brand in America.

My copywriting partner and I originally developed a concept that made it all the way through rounds of external approvals before being unexpectedly killed by the client’s legal team during the pitch process. With just one afternoon to start from scratch, my copywriting partner and I developed an entirely new campaign, came back to pitch it, and won the business.

That afternoon’s idea stayed in market for six years. Beyond helping lead broadcast production, I developed the campaign’s visual system, creating a flexible design language that extended across social, OOH, truck wraps, retail, in-store merchandise, website design, and more.