hey i’m grace! 👋🏽︎︎︎ i’m an art director and content creator based in NYC. types of work:
︎TV
︎organic social
︎paid social
︎on-screen talent
brand work:
︎jenny craig
︎bumble bee
︎saje
︎allegiant
bonus jonas(es)
︎play
︎about
︎resume
︎ let’s connect!
︎ the ‘gram!
︎the tok!
︎ tunes!
︎ grace.landsberg@gmail.com
TV
Bumble Bee Seafoods | “Snack Meal Glow”
The Ask:
Get modern Millennial parents who embrace having a lot on their plate to Make Bumble Bee their go-to snack meal.
The Solution:
Getting directly competitive with other snack meals, and showing that we’re the World’s Best Snack Meal in a cool, ownable, and memorable way through the concept of “Your Snack Meal Can Be Better”
︎ Role: Art Director
︎ Channels: Instagram, TikTok
︎ Agency: SOCIALDEVIANT
CTV Spot (:30 sec)
Campaign Results:
︎Drove Bumble Bee Seafoods’ most efficient CPM to-date of any campaigns since 2022 @ $11.35
︎Drove a 21.6% YoY increase in awareness within Bumble Bee Seafoods’ media market target audiences
︎Allowed Bumble Bee to maintain the top awareness levels (in media markets) among our competitors during Lent (the biggest season / drive period for the category)
But wait...how did this idea come to ✨fruition?✨
How it started:
I brought this idea to my creative partner:
What if the Bumble Bee tuna glowed the moment someone opened it?
Like, you pop the lid — and instead of dull snack energy, there’s this soft, unexpected glow. Not over-the-top, just enough to say: “Yep, this snack’s got something.”
Meanwhile, the other snacks? Totally dull. Beige. Boring. BLEH.
The glow becomes Bumble Bee’s flex — flavorful, surprising, and totally alive.
Because why settle for boring… when your snack could literally light up the room?
Our OG script for reference:
