The Real Smooth Criminal 2025
Strategy / Branding / Advertising / Copywriting / Experiential design / Social media engagement / Narrative
In collaboration with Abi Phillips, The Real Smooth Criminal shows food lovers that Hellmann’s are the G.O.A.T and responds to the Hellmann's D&AD 2025 New Blood Brief.
For over 100 years, Hellmann’s mouthwatering taste has addicted generation after generation. Now, the competition has finally caught on to its criminally creamy guilt. To free the condiment celebrity mayo lovers and accomplices must take a stand!
Pitch deck and more images coming soon!
Project created using Adobe Creative Cloud services, and Figma.
*Mockup components used to enhance context and communication. Component sources listed within images..