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Smithfield Foods
In spring 2026, I led the creative development of a pitch to win Smithfield Foods, beginning with Nathan’s Famous hot dogs. With baseball season approaching, the goal was to hit a home run with a merchandise collection built to engage influencers, tailgaters, and hot dog fans. The result was a versatile creative direction designed to cover all the bases.
Brief
❋ Deliverables Apparel, Accessories, Influencer Kits, Game Day Goods, Grilling & Outdoor Goods
for the love of hotdogs
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for the love of hotdogs 〰️
Dogs on the daily.
❋ Branded MerchMerch made for the everyday hot dog fan. I kept Nathan’s bold flavors and personality in mind, creating playful pieces that bring a little taste of the brand into everyday life.
The grill is calling.
This collection brings Nathan’s beyond the grill and into the full summer experience. From firing up the dogs to kicking back while they cook, I created a playful mix of essentials designed to make every cookout feel a little more Nathan’s.
❋ Grilling seasonEverything you need on a game day. Hot dog included.
Repping your favorite team in the stadium… Nathan’s of course. This playful merch collection lets hot dog fans show where their real loyalty lies, while still pretending they came for the game.
❋ Big SwingsGive ‘em something to relish.
❋ Influencer OutreachA strong collaboration can turn brand awareness into real excitement. I created a mix of stylish and playful pieces designed to get Nathan’s in front of new audiences and give people something worth talking about. From wearable merch to shareable moments, each piece brings a little more hot dog energy to the feed.
