CRUMBS: Valentine's Day 2013 Campaign

Graphic design, copywriting, photo shoot direction and illustration and script writing for radio and email design by Geno Betancourt. Photography and retouching by Color Edge. Additional creative direction from Shanna Goldstone.

Valentines is the single biggest sales day of the year for Crumbs. Knowing that, I worked hard to make this the best campaign I could. I knew that they would invest in a lot of advertising and I sought to get the biggest return for the company's investment. I set out doing so by investing a lot of time up front focusing on devising a strategy and some clever copy. My strategy was to be memorable with the use of clever copy and visual gags. I sought to draw an association between cupcakes, Valentines, romance, and love in the same way that chocolate is. I came up with some very clever tag lines and even wrote a short poem for extra credit.

Metro NY Valentine's Day Cover Wrap (inside and outside cover) and two half page NY Metro ads.

I received a lot of praise for this campaign. Our CEO, Julian Geiger (former CEO of Aeropostalle) called it "Genius" and the company COO said it was one of the best campaigns he'd ever seen. The highlight of the campaign was a full cover wrap of the Metro NY.