Emily Lawrence← Index

Product + Campaign Creative

California Balsamic

California Balsamic cover image

The Brief

Build a stronger visual world around California Balsamic's products, creating fresh, appetite-driven creative that could flex between new product launches, promotions and everyday brand storytelling.

01

Concept

Campaign thinking / product story / creative direction

Developing visual ideas around the product, its flavor and versatility, and how it fits naturally into customers' everyday lives.

02

Art Direction

Moodboards / references / styling / shot planning

Establishing a colorful, approachable photography direction designed to make the product the hero while creating a recognizable lifestyle around it.

03

Production

Product / lifestyle / photography direction

Creating a flexible image library built around both individual products and the larger California Balsamic brand story.

04

Product Launches

Launch campaigns / new products / product storytelling

Translating new products into cohesive campaign creative designed to introduce, explain and create excitement around each launch.

05

Campaigns + Content

Organic social / email / paid ads / sales promotions

Carrying the visual direction across the customer journey, from everyday social content to promotional campaigns, email and paid digital creative.

06

Final System

Product → Story → Campaign → Conversion

A flexible creative library and campaign system built to keep California Balsamic visually consistent across launches, promotions and ongoing marketing.

Organic social

Social post — Very Cherry Balsamic with ice cream and summer berries
Very Cherry — small batch, big summer
Social post — balsamic poured over burrata and blistered tomatoes
The finish changes everything
Social post — Smoked Hickory Balsamic with grilled vegetables outdoors
Smoked Hickory — the summer spread

Organic social — 4-slide carousel

Slide 1 — Dinner worth lingering overSlide 2 — The finishing drizzle changes everythingSlide 3 — Small batch. Real depth.Slide 4 — Bring it home

One post, four frames: hook → story → proof → shop.

California Balsamic art direction inspiration board with palette, textures and campaign frames
Art direction — the sun-drenched artisan California world, built around the drizzle
Small batch. Big Flavor. campaign collage of product, produce and prepared dishes
Campaign creative — Small batch. Big flavor.
Cilantro Herb Balsamic email header with the bottle in a warm kitchen
Product launch — Cilantro Herb Balsamic email creative
Content in motion

Product → Story → Campaign → Conversion