KRAFT MAC & CHEESE - FUEL THE REAL MVP
Year:           2025
Type:          Brand Activation / Product Innovation

CONCEPT
Fuel the Real MVP with the Gamer’s Scepter—a one-handed
utensil that turns Kraft Mac & Cheese Big Cups into the ultimate mid-game snack, no crumbs, no pause, just pure cheesy power.

ROLE
Creative Collaborator — Concept, Art Direction, Copy

Collaborated on concept development, campaign strategy, and tone of voice. Contributed to activation ideas, visual direction, and supporting copy throughout the project. Worked closely with the team to shape the world, mood, and cultural positioning of the campaign—helping reframe Kraft Big Cups as a snack made for the gamer era.

AUDIENCE
Gamers 16–30.
Snack-fueled, Twitch-tuned, TikTok-native.
Values: speed, immersion, expression.

CULTURAL CONTEXT / WHY NOW
Gaming is identity. We turned Kraft from comfort food into gamer gear—meeting the culture where it lives.

OUTCOME & IMPACT
D&AD finalist.
A full-stack brand experience—designed for social, built for Gen Z, and ready to ship.