LANCE FORD | Creative Director
Not because they weren’t good. Just because there’s only so much room on a portfolio. Here are a few more projects I’m proud of.
SERVING UP A CEREAL-OUSLY CHAOTIC BREAKFAST
I acted as the Creative Lead for Cinnamon Toast Crunch's broadcast and digital spots, directing the visual and narrative evolution of the brand. Working closely with a talented team of writers and motion designers, we built a rich, engaging 'Cinnadust' universe that captured the brand’s signature humor and resonated perfectly with modern audiences.
MORE THAN A NUMBERS GAME
To convince consumers to leave traditional protein powders behind, I led the development of “Strength in Numbers,” a positioning platform built around Ratio’s category-leading macros. My team brought the idea to life through targeted online video, social content, OOH and POP, highlighting the product’s powerful nutritional benefits and delicious taste to show consumers that more protein doesn’t have to mean sacrificing flavor.
LEADING CREATIVE ACROSS A PORTFOLIO OF ICONIC BRANDS
As the overall creative lead for Newell Brands, I led internal creative teams and external production partners across a diverse portfolio of iconic brands, including Sharpie, Elmer’s, Calphalon, and FoodSaver. From concept development and creative direction to production and client presentations, I guided broadcast, social, and e-commerce video projects from idea to execution. One standout was concepting and leading Sharpie’s first broadcast campaign in more than a decade. Across every project, I brought a distinct creative point of view tailored to each brand—demonstrating the ability to shift styles, voices, and visual approaches while maintaining a strong, cohesive creative vision.
PUTTING A NEW BRAND IN MOTION
As the creative lead for the launch of SAVE, Valassis’ new consumer brand, I spearheaded the concept, creative direction, production, and execution across broadcast, digital, and social. To build awareness and reinforce the new brand identity, I developed a visual approach that incorporated rounded elements inspired by the SAVE brand mark throughout the broadcast work. I also led an entirely in-house production at EP+Co, bringing together internal food stylists, DPs, producers, and directors to produce work at a scale typically handled by outside production partners.
BRINGING THE DARKER SIDE OF TEEN ANGST TO LIGHT
While the film itself received mixed reviews, my team’s social creative helped establish the dark, coming-of-age tone of The New Mutants while staying true to the world fans of the comic series knew and loved. We developed social assets designed to build anticipation, engage the existing fan base, and introduce the film’s unique blend of horror, action, and teen drama to a broader audience.
