Amy Hundley (Malcolm)

The October ad focused on a holiday baking story for Halloween. The idea was to get your kids involved with helping in the kitchen. In order to bring in social media, I used a nod to Instagram and Twitter to inspire Kohl's shoppers to post their Halloween creations with a #CookWithKohls hashtag. The graphic approach of this ad was to focus mainly on selling the product while creating an inspirational Halloween feel with the use of culinary and child model, as well as showing a more environmental Instagram inspired image.

For the February ad we started to move away from the graphic styling of the product on white. I helped to develop the look by taking inspiration from West Elm's simple and modern styling. The focus was mainly on Kohl's Make Your Move Campaign, so instead of using the Food Network + Kohl's logo like on other ads, we decided to split them up in order to focus more on Kohl's active and wellness initiative branding. The product that was being focused on for February was Food Network's ceramic cookware set, which promoted health by being able to cook with less oil by providing a non-toxic non-stick surface. The white marble surface of the main image brought a fresh modern feel to the product. I wanted to move away from showing a completed meal so I came up with the idea of showing beautiful fresh produce to inspire the viewer to think of their own ideas of what could be made with what was shown.

In order to gain more awareness as Kohl's as an all around destination for active and wellness, we were challenged to incorporate Kohl's Make Your Move campaign branding again in the March ad. The focus for the ad was healthy cooking so I chose salad as the culinary focus. For this ad instead of showing any block outs of product I chose to use a single shot to create a more complete story. The product was shot on a marble surface to give a clean modern feel, and the slightly angled overhead shot helped to showcase the product.

For the April ad, the theme was Easter entertaining. For the concept of this ad I chose multiple angles and gave the Photo Art Director and stylist more creative freedom to take multiple shots with different styling so the Art Director and I could choose the best one for the ad. The natural lighting and angle of the image would be carried through out the rest of the Food Network ads.