Reimagining The Great American Baking Show through energetic motion, collage, and controlled disorder.
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Rather than creating another polished baking promo, our team explored what happens when a recipe starts to unravel. Inspired by the pressure of timed baking challenges, we developed a visual system that begins clean and organized before gradually breaking into controlled chaos.
Using torn paper textures, hand drawn scribbles, baking ingredients, kitchen tools, and bold typography, the campaign mirrors the contestants' experience as small mistakes snowball into frantic, unpredictable moments. Every design decision reinforces the idea that even the best recipe can fall apart under pressure.
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Roku Original
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Broadcast Motion Package
Social Campaign
Brand Identity
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Art Direction
Motion Design
Graphic Design
Video Editing
Brand Strategy
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Andy Scarano
Jawon Han
Anaiya Rubin
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8 Weeks
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After Effects
Photoshop
Illustrator
Premiere Pro
Miro Board
Broadcast Promo Videos
Six broadcast spots exploring different moments of pressure, humor, and chaos throughout the competition. Each promo focuses on a different visual storytelling technique while maintaining a cohesive campaign identity.
Two separate directions starting with 15 second promotional videos, followed by 7 second cutdowns in horizontal and vertical formats.
Broadcast A
Broadcast B
Social Promo Videos
Three social-first concepts exploring different approaches to visual storytelling. While each promo follows a unique narrative structure, they all build toward the same campaign theme: pressure turning into controlled chaos.
Social Posts
To expand the campaign beyond video, we designed a series of eight social posts. Four spotlight the contestants through expressive reactions and playful copy, while four celebrate the baking itself with fun baked goods and energetic graphics. Together, the collection reinforces the campaign's colorful identity while creating engaging content for social platforms.
Social Promo Videos
