Velveeta - That's La Dolce Velveeta
That’s la dolce velveeta
This isn’t the launch of a new ad platform, this is the start of a lifestyle. One that embraces the laissez-faire attitude that might prompt you to drink liquid cheese from a teapot, or demand your cheesy pasta in a martini glass. It’s a lifestyle that recognizes every moment is a chance to embrace the pleasures that life affords us.
Inspired by a group of people with a special lust for life (and melted cheese). These folks are endowed with a richness that doesn’t come from money, and a confidence that just can’t be taught. That’s La Dolce Velveeta
What started as two 10-second online films, has grown into a 60-second cinema spot directed by none other than Harmony Korine, five 15’s, a ton of DOOH and a triple-page spread in Vogue! They asked for a cheese brand and we gave them a religion.
My Role
This year-long endeavor certainly paid off as the campaign evolved into something none of us on the team could ever have imagined. I was a part of the core team that was tasked with realizing the concept for a rebranding platform that would last for years to come. I was heavily involved in every part of this campaign from the initial ideation stages to production. Round after round we zeroed in on what it truly means to live La Dolce Velveeta. From there, I was thrown into the exhilarating world of working with a Hollywood director and all the fun doors that opens. From DOOH and social to Vogue and a 60-second cinema spot, I got invaluable experience working on a major 360 campaign.
Agency: Johannes Leonardo
Director & Photographer: Harmony Korine
Group Creative Directors: Jeph Burton & Hunter Hampton
Creative Directors: Jono Flannery & Laura Osborne
Senior Copywriter: Lannie Hartley
Senior Art Director: Andrew Chin
Copywriter: Zoe Myers
Art Director: Matthew Barton
Design Director: Joseph Dasaro
Senior Designer: Helen Ratner
