I've led creative direction for Factor since its 2020 acquisition by HelloFresh, helping shape the ready-to-eat brand into America's fastest-growing prepared meal service. From photo art direction to TV and OTT video shoots, I've worked with my team to develop and refine the brand's aesthetic and tone of voice—distinguishing Factor in the competitive ready-to-eat space.

My work has spanned packaging development for new products, 360-degree integrated campaigns, and the launch of Factor Form, a supplement sub-brand featuring dietitian-approved greens powder, protein powder, and hydration products that extends Factor's food-first philosophy into functional wellness.