CREATIVE DIRECTOR + DESIGNER
Case study: Anova Oven Launch
Anova Culinary was preparing to launch a revolutionary steam combi countertop oven at an accessible price for home cooks. Years in the making, it introduced a new appliance category to American consumers. Without the benefit of in-store retail, customers would purchase sight unseen, requiring clear, coordinated education across marketing, video, web, email, user manuals, and press.
Roles
Creative Direction | Wireframing | Website Design | Copywriting | Set Styling | Photo/Video Direction | Packaging Design
announcement landing page
As Creative Director, I led multiple aspects of the oven launch—contributing hands-on design while managing a designer and directing copy, user research, and a contract media team.
Knowing there would be a product demo and full announcement at the CES tradeshow in January 2020, I had less than 2 months to create marketing support. The first phase was the MVP (minimum viable product) announcement landing page that would go live during CES and drive email signups to build a mailing list for product updates.
recipe videos + photos
I led the creation of a series of recipe videos featured on the landing page, CES booth screens, and in press. The content showcased the oven’s versatility through varied recipes, structured step-by-step to mirror the app experience and help users envision cooking at home. I planned and coordinated a two-day shoot with photo and video contractors, translated recipes into clear visual sequences, and directed food styling and on-set execution. I also refined and prepared final imagery for press distribution during and after CES.
The CES demos and media coverage were highly successful, earning Anova an innovation award and widespread press across smart home and kitchen outlets.
Packaging + product images
Post-CES, I led design of the oven’s user guide and directed the shipper box packaging. Writing and refining instructional content deepened my product understanding, informing how we educated customers.
In parallel, I planned additional photo and video shoots to develop launch-ready assets, including updated product imagery for the website, press kit, and digital marketing. As early visuals featured an inaccurate prototype, I aligned production with hardware readiness to ensure final assets accurately reflected the product.
landing page
Over the following months, I led the redesign of the landing page, translating technical input from the hardware team into clear, marketing-driven messaging. I partnered with the in-house team to iterate on design and ran user surveys to evaluate effectiveness. We assessed perceived pricing alignment with sales goals and measured how well users understood and retained more advanced product features, using insights to refine content and identify gaps.
Product Education videos
Approaching launch, I led the development of a series of educational videos addressing key user questions. I planned a two-day shoot, collaborated on scripts, designed the set, sourced food and props, and directed production. I also oversaw post-production, guiding a contract motion designer on lower-thirds, alpha graphics, and cutaways.
The Anova Oven and companion app featuring these videos launched in August 2020.
