Morel Creative

As Chief Strategist and Creative Director at Morel Creative, I blend innovative strategy with creative storytelling, specializing in transforming food and beverage brands through innovative strategies and compelling storytelling. My focus is on crafting compelling visual narratives that position brands in the minds of their target audience.

Central to my approach is the F.E.E.E.D. Framework, a methodology ensuring every brand story is impactful and memorable. This involves a deep dive into understanding a brand's essence and translating it into creative and strategic content that aligns with both the brand's vision and the evolving market trends. I lead a team of creatives and strategists in producing high-quality content that perfectly marries strategic insight with creative flair.

My role extends beyond project oversight to active participation in the creative process and client relationship building. I tailor our services to each client's unique needs, fostering successful campaigns and lasting partnerships.

In addition to my responsibilities at Morel Creative, I am a passionate advocate for sustainable and ethical practices in the food and beverage industry. I believe in the power of brands to make a positive impact and constantly seek ways to integrate these values into our strategies and storytelling.

As a thought leader in the industry, I often share insights on the latest trends and strategies at conferences and through various digital platforms. My goal is to inspire and educate, helping other brands and professionals to navigate the ever-evolving landscape of food and beverage marketing.

I'm also a proud 'Girl Dad,' a role that inspires my work and drives my commitment to creating a better, more sustainable future through the brands we help grow.

Chief Strategist and Creative Director

Foodtography Studio

The award-winning video and photography production arm of Morel Creative.

As the Founder of Foodtography Studio, I bridge the gap between CPG brands and their target audiences with strategic, visually stunning content. With a unique understanding of CPG needs, we drive business success and fuel brand growth through a creative and strategic approach to visual content creation.

Highlights of my role:

- Pioneered the F.E.E.E.D. Framework, a unique strategy to help brands differentiate in the market.
- Developed and implemented content strategy that facilitated Seedlip's successful entry into the North American market and subsequent acquisition.
- Built strategic content campaigns and delivered value for 300+ global brands, enhancing their visual identities and market positions.
- Recipient of prestigious Telly Awards, showcasing excellence in video and television across all screens.
A frequent speaker at industry conferences, sharing insights on visual content strategy, brand growth, and the intersection of food and visual media.

At Foodtography Studio, we're more than just a creative hub; we're a catalyst for food and beverage brands ready to make an impact through strategic, engaging, and meaningful visual narratives.

Founder. Chief Strategist + Creator

The FareTrade

As the Co-Founder and Chief Marketing Officer at The FareTrade, I revolutionized the culinary curation sphere, magnifying artisan narratives with strategic visual content campaigns. I fused creativity and strategy to devise and deliver high-impact visual content that amplified partner brands and boosted consumer engagement.

Here's a quick overview of my role and key achievements:

- Ideated and executed visually stunning content strategies that increased brand visibility and fostered stronger consumer-brand relationships.
- Enhanced consumer interactions and conversions through tailored visual narratives that effectively communicated each brand's unique values and craftsmanship.
- Created immersive culinary experiences through meticulously curated monthly baskets, significantly boosting customer loyalty and retention.
- Successfully positioned The FareTrade as a key player in the culinary curation industry by forming meaningful connections between consumers and brands.

Key Projects & Accomplishments:

- Awarded prestigious 30 Under 30 Award
- Collaborated with award-winning chefs and artisan producers, giving small-batch food creators a platform to shine.
- Devised the strategic visual content creation approach that led to increased consumer interactions and conversions.
- Led the ideation and implementation of unique culinary experiences, leading to a marked increase in customer loyalty and retention.

Co-Founder

Travel Channel International

Associate Producer

Radley Studios

Worked on two commercial productions for Radley Studios.  First for the network, "Great American Country" as a production assistant.  I was kept on and promoted to 2nd A.D. for a production with Monster.com.

2nd Assistant Director and Production Assistant

EUE/Sokolow

Acquired and developed content to add to EUE/Sokolow's production slate.  Produced various pilot presentations and casting tapes to bring to networks such as E!, NBC, ABC, MTV, TBS and Showtime, amongst others, to pitch.  Worked with talent and producers to develop content and new series into sellable commodities. Managed large and complex projects.  Digital assets management.

- Worked the busy desk of Executive Producer, rolling calls and heavy scheduling
- Improved efficiency by organizing mounds of DVDs and terabyte’s of footage, material  & hard drives into a confidential and detail-oriented media tracking system.
- Prepared pitch material for major broadcast and cable networks
- Assisted in the day-to-day running of various departments
- Episodic Script Breakdown
- Worked directly with Executive Producers from development through post-production on various productions.
- Supported the President of the company in various capacities such as planning and attending business meetings, proofing contracts and deal memos and organizing talent/casting sessions.
- Covered scripts for potential development and organized coverage filing system.
- Spearheaded strategy for online series and social media.
- Assisted on-set for various shoots
- Computed all necessary meeting notes

ON-SET EXPEREINCE 
The Americans – June 2012
Production Assistant
- Communication facilitator between the various elements involved in on-set production
- Worked closely with producer, director and production team
- Ensured that producers have the necessary materials prior to edit/audio sessions and shoots
- Performed all chores, on and off set, as required by actor/director/producer to complete satisfaction
- Tracked manuscript development and reported progress to producer

Sh%t Southern Women Say – May 2012
Producer
- http://www.youtube.com/watch?v=hUFL2GT1-2g&feature=related
- Calling Shots
- Camera Operator
- Lighting and set design

HGTV – June 2011
Production Assistant
-	Prevented any unauthorized elements on the set, or any interference with the shooting process
-	Distributed props and collected them at the end of the day
-	Worked both on the set and in the office when shooting was off
-	Organized travel schedules, routes and tickets for the production team 
-	Organized meetings, both internal and external

Executive and Production Assistant

COMPASS CHOI USA INC

Working directly with the Production Coordinator for two productions with Samsung I was able to handle various business aspects and gain an in-depth and hands on knowledge of the entire production process.  From preparing the AD kit to setting up and closing out vendors and finalizing the wrap book, this position put me through the ringer of all things production.
-	Timecards, Petty Cash, Insurance Certificates, Credit Card Authorizations, AD Kits, Runs, I9s, 
        W9s
-	PO creation and follow through
-	Set up and closed out accounts with various vendors
-	Assisted Casting Director during casting sessions
-	Wrap book creating including finalizing all paper work and location contracts

Assistant Production Coordinator

Lionsgate

Coordination between various departments and offices throughout the entertainment field, post-production services, database maintenace, general office duties. Second Assistant to Mark McCoy - Feature Post Supervisor.
- Organized and maintained an extensive database of Directors, Writers, Editors and post-production service providers.
- Managed editor roster
- Mailers and Shipping
- Coordinate with editorial groups, studios, accounting, visual effects, sound editorial and DI facilities
- Post- Intern on the feature film "Rapturepalooza."
- Coordinated invoices and POs.
- Arranged messengers and shipping.
- Management of Lionsgate Feature Film Vault.
- Prepared and arranged screenings of Lionsgate films for Executives.
- Scanned and logged invoices.
- Created Pelican Cases.

Post-Production Film Intern

UBM TechWeb

Worked directly with Production Director to coordinate production shoots at technology events around the country.  Performed Production Assistant and Coordinator duties for major events such as: Ethernet Expo, 4G World, TelcoTV and SCTE Orlando.
- Coordinate Production Schedules for Ethernet Expo, 4G World, TelcoTV and SCTE.
- Managed Bright Cove and YouTube pages.
- Receive, edit and upload material from events as well as tech bloggers to Light Reading website and You Tube
- Create Budgets
- Coordinate Production Schedule with Clients
- Schedule Production Crews for major events such as Ethernet Expo, TelcoTV, SCTE Orlando and 4G World.
- Video Production 
- Coordinating with clients to ensure an efficient posting schedule.

Freelance Production Assistant, LRTV

District

After climbing the ladder at Mercantile, I was offered the position of Line Cook at the fine-dining sister of Mercantile, District.  Growing both my skill, knowledge and love of food, I progressed from Garde Mange to Hot Apps and Entree cook.

head Line Cook

I’m the Director of Strategy + Creation at Morel Creative, where I spearhead the transformation of brands through intentional visual storytelling and strategic content planning. I empower food and beverage brands to uncover their Brand DNA to position themselves unforgettably in the minds of their target audience. It's about moving beyond playing the content lottery - spraying and praying content, hoping something sticks - to crafting winning strategies that truly resonate.

Utilizing our unique F.E.E.E.D. Framework™, I develop and implement bespoke visual strategies that elevate brand narratives and ensure they’re not just seen but thoroughly understood and remembered. Our award-winning video and photo production company, Foodtography Studio, creates visual content based on Morel Creative's Strategies.

My mission is centered on ‘Future Foods’ brands, those at the forefront of creating a sustainable, climate-friendly future. I believe in the transformative power of food and beverage CPG brands to address the climate crisis, and I’m dedicated to helping them tell their stories in the most impactful way.

With over 25 years of experience in photography, filmmaking, and digital marketing, I’ve partnered with over 300 global brands, enhancing their visual identities and market presence. Our work reaches beyond B2C; we have a solid track record in the B2B realm as well, proven through our Strategic Sales Recipe, which supports expanding brands drive sustained growth in retain and on-premise.

I'm also a proud 'Girl Dad,' a role that inspires my work and drives my commitment to creating a better, more sustainable future through the brands we help grow.

If you’re ready to take your Food & Beverage brand to the next level with a creative strategy that makes a difference, let’s connect. A quick chat could be the first step to transforming your brand’s narrative. Shoot me a DM or reach me at hello@wearemorel.com

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