Broadcast, Cross-Platform Storytelling & Digital Campaign
A Spanish-language celebrity cooking competition where 20 contestants face high-pressure culinary challenges for a $200,000 grand prize. Hosted by Carmen Villalobos and judged by professional chefs, the show blends competition, drama, and celebrity storytelling.
OVERVIEW
The campaign extended beyond broadcast with a cross-platform strategy spanning linear, print, digital, social, and streaming. Creative content highlighted the show’s drama, personalities, and standout moments across multiple touchpoints, sustaining engagement between episodes, driving real-time conversation, and expanding reach to a broader bilingual and multicultural audience.
MY ROLE
Visual Design, Motion Graphics, Social & Digital Design Direction, Creative Collaboration
I helped shape the campaign’s visual design framework to ensure a cohesive, scalable look across all platforms. I collaborated on concepting, pitching, and developing key art, attending the photoshoot to capture the imagery needed for campaign visuals.
I led the design direction for social and digital assets, creating static and motion graphics for social that brought key moments to life. I worked closely with producers, editors, and marketing to maintain alignment and visual consistency across linear, print, digital, social, and streaming touchpoints.
THE CHALLENGE
For the fourth season, the focus shifted from food to competition drama, while maintaining visual consistency under tight production timelines. Photography was especially challenging, requiring talent to be shot from unusual angles—as if looking into a cooking pot—to convey pressure and intensity.
Key requirements:
• Innovative approach to promo and key art
• Visual consistency across all campaign materials
• Fast production timelines aligned with broadcast and digital schedules
CREATIVE APPROACH
We developed a bold, cinematic look emphasizing tension and high stakes. Key art and campaign visuals used dramatic angles, lighting, and graphic treatments to evoke pressure. The visual framework was flexible across platforms, while motion graphics for social amplified key moments and maintained engagement.
EXECUTION
• Captured contestants with dynamic, high-pressure photography for key art
• Applied visuals consistently across linear, print, digital, social, and streaming
• Created motion graphics for social to highlight dramatic moments
• Collaborated with producers, editors, and marketing to ensure speed, consistency, and impact
IMPACT
• Record-breaking viewership, the most-watched season of Top Chef VIP
• All-time high social engagement and impressions for launch and sustain campaigns
• Effectively amplified the drama and competition, driving audience connection across all platforms