Why the Why Matters: Creating with Purpose Even When Editorial Planning Comes Easy

Christmas. It's the most wonderful time of the year – and as far as creating goes, it's my favorite, too. Delectably sinful desserts, small but mighty gifts, homemade cards, and the most adorably wrapped boxes under the tree garnished with fresh pine. The home smells beautiful and the heart is full.

When it comes to creating content, the holidays are an easy time to fill the editorial calendar. But as brands and creators, I believe it's important to avoid a fullcourt press of push and pull (push out content, pull in sales) and instead be mindful of creating with consumer benefit at heart – the WHY. Why does this matter, why should I care? Like most things, nurturing a community and growing audiences is a marathon, not a sprint (if you want to keep them there, of course) and it's our job to keep the 'why' in the driver's seat.

All tinsel and tangled ribbon aside, this doesn't have to be complicated. Consumer benefit can mean evoking emotion or connection – making them feel a certain way, and in turn, connecting that emotion to your brand. Or it can mean making their life simple. With food content, we can get there by integrating your product into something delicious for the consumer to make or enjoy at home during an exceptionally busy time of the year. Those two things – emotion + delicious – can come to life during the holidays through recipes and propping and all the pretty things that make our hearts move. 

Client: Unreal Candy – Holiday

creative concept + direction, food styling, photography, copy

  Dear Santa, we thought your cookies could use an upgrade. 

Dear Santa, we thought your cookies could use an upgrade. 

  Sweet last minute gift idea: Chocolate covered pretzels smothered in Unreal Dark Chocolate Peanut Butter Cups and Candy Gems.

Sweet last minute gift idea: Chocolate covered pretzels smothered in Unreal Dark Chocolate Peanut Butter Cups and Candy Gems.

  Unwrap some holiday cheer.

Unwrap some holiday cheer.

   Snacking in a quinoa wonderland   Product: Unreal Crispy Quinoa Dark Chocolate Peanut Butter Cup

Snacking in a quinoa wonderland
Product: Unreal Crispy Quinoa Dark Chocolate Peanut Butter Cup

   Layering season is upon us  Product: Unreal Dark Chocolate Peanut Butter Cups

Layering season is upon us
Product: Unreal Dark Chocolate Peanut Butter Cups