Celebrity Partnerships
I led celebrity partnership campaigns for HelloFresh that showcased authentic, personality-driven storytelling rather than typical endorsements. Each collaboration—from Jessica Alba as a busy mom to Neil Patrick Harris and David Burtka's playful cooking dynamic—demonstrated how different celebrities brought the brand to life through their unique personas and storytelling approaches.
I oversaw the complete creative process: developing concepts that aligned celebrity personalities with brand messaging, managing shoot logistics, providing on-set creative direction, and supervising final content across TV, digital, social, and print platforms. These integrated campaigns effectively showcased HelloFresh's versatility while using star power to engage diverse audiences.
Antoni Porowski
We partnered with Queer Eye's Antoni Porowski to bring his culinary magic to HelloFresh kitchens! Leveraging his chef expertise, Antoni shared clever "skillet shortcuts" that transformed our recipes into teaching moments—helping home cooks level up their skills while making delicious meals. The campaign captured Antoni's warm, approachable style and HelloFresh's mission to make everyone feel like a confident cook.
Jessica Alba
We partnered with Jessica Alba to showcase how HelloFresh fits into her busy life as an actress, founder of The Honest Company, and mom of three. Jessica authentically shared how HelloFresh takes the guesswork out of family mealtime, making it easy to get nutritious, delicious dinners on the table despite her packed schedule. The campaign resonated with working parents everywhere, proving that home-cooked meals are possible even on the busiest days.
T-Pain & Jimmy O. Yang
We partnered with T-Pain and Jimmy O. Yang for an unexpected celebrity face-off! This playful campaign featured the duo competing to become HelloFresh's next spokesperson, showing off their cooking skills and genuine love for the brand. The fun rivalry highlighted HelloFresh's versatility and appeal while bringing together two distinct personalities for an entertaining take on home cooking that kept audiences engaged/
Neil Patrick Harris & David Burtka
We partnered with Neil Patrick Harris and his chef husband David Burtka for a fun role reversal! Instead of letting the professional cook take the lead, we had Neil tackle meal prep using HelloFresh—proving that anyone can create delicious home-cooked meals, even with a culinary pro watching. The campaign showcased HelloFresh's simplicity with playful kitchen chemistry between the couple, making cooking feel effortless and entertaining.
Mindy Kaling
We partnered with Mindy Kaling to create a playful video series showcasing HelloFresh's key benefits—convenience, ease, and deliciousness. Through fun vignettes that highlighted Mindy's signature wit and humor, we showed her having a blast in the kitchen while proving that cooking at home doesn't have to be complicated. The campaign captured her authentic personality and made meal prep feel like something to look forward to, not stress about.
Keke Palmer
We partnered with Keke Palmer to prove that easy, healthy dinners don't have to be boring! Leveraging Keke's signature sass and humor, the campaign showed her bringing personality and flavor to the kitchen with HelloFresh. Her infectious energy demonstrated that nutritious meals can be exciting, delicious, and fun—making healthy eating feel less like a chore and more like a vibe.