BRANDING
Mom Van
BRANDING
Caution Hot Sauce
BRANDING
Giggle Water
BRANDING & CAMPAIGN
Gratitude by Latitude
ADVERTISING & CONTENT CREATION
One Creator Lab
EDITORIAL & EXPERIENTIAL
Artful Minds
EDITORIAL & BRANDING
Jones Lang LaSalle
SIMULATE: Better Than Real
2025
Campaign, Art Direction, Design, Copywriting, Advertising.
TOOLS:
Photoshop, Illustrator, InDesign, Midjourney, Adobe Firefly.
TEAM:
Art Director: Danielle Silver
Copywriter: Julie Kobin
Strategist: Nishka Shah
Mentors: Ben Perreira, Catherine Marsh, Lucy Sole, John Simmons
The Challenge
The plant-based boom was cooling off, and competitors like Daring and Impossible were winning with variety and grocery presence. SIMULATE needed to carve out white space, build awareness, and drive direct sales of its chicken breast — a high-protein, ready-in-60-seconds product sold exclusively online .
The Idea — Better Than Real
Instead of positioning SIMULATE as a substitute, we reframed its technological DNA as a mark of luxury and innovation. Better Than Real transformed lab-crafted food into aspirational culture — inspired by high fashion, exclusivity, and dupe culture.
Execution
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Activation: A Better Than Real Dinner at New York Fashion Week
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Community: Launch of The Coop Collective, an invite-only insider circle
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Social: Paid + organic content, AI-generated recipes, exclusivity-driven drops
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OOH: Luxury-style billboards alongside premium retail
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Collaboration: The SIMULATE Insulate Purse, a limited fashion-meets-food drop
Outcome
Better Than Real repositioned SIMULATE as a cultural pioneer — elevating it from “alternative protein” to an aspirational brand shaping the future of food.
FINAL CREATIVE PITCH DECK