Blue Apron: Every Chef Is Different
creative director | Director
When Co: Collective invited me to pitch Blue Apron on a concept to showcase their new recipe customization I was excited. I had worked on several UGC campaigns in different capacities, but hadn’t helmed one from beginning to end. My pitch, that Every Chef Is Different, was focused on featuring an authentic and diverse range of Blue Apron customers to showcase why customization was so important to them. This pitch began a two month journey that required finding and casting 10 real families, creating a production plan, sending them equipment, and directing all 10 of them to cook real Blue Apron meals. The result wasn’t just a story about BA’s recipe customization, but also delivered something the brand hadn’t gotten from previous productions: authentic and impassioned testimonials. The project is a case study for the future of commercial production: by serving as both the creative director and the director there was a continuity from creative dev to production, and ultimately to post, that resulted in efficiencies that generated hours of usable content on a very modest budget. In English, I mean having one guy supervise everything saves money.