A Taste of HomeGoods

HomeGoods

What if an entire dining experience was inspired by HomeGoods finds? We partnered with award-winning chef Mashama Bailey to create A Taste of HomeGoods, an eight course dinner served as a journey through four distinctly styled rooms, with each room and its courses inspired by a hero HomeGoods find.

 
 
 

Launch Video

We created hype and teased the event across HomeGoods social channels, (Tiktok, Instagram, Youtube Shorts), using trending social transitions to show off all the beautiful corners of the experience.

HomeGoods Owned & Talent Social Posts

I was tasked with creating the Pre-Launch, Launch and Sustain social posts for both HomeGoods Owned channel and our talent - award winning chef - Mashama Bailey’s channel to hype up the Taste of HomeGoods to our Finders online. Here’re a few of my favorite posts:

Pre-Launch Instagram Story Series

This asset was not actually part of the brief, but we really wanted to subtly hint at the fun to come and get eyes on when we actually do launch.

 

Sustain - Instagram Story Series

I wanted to create an interactive experience for our Finders online so I created this tap-to-decorate the tablescape IGS series.

 

Sustain - Pinterest Board Pins

Tapping into the food culture on Pinterest, we wanted to share the recipes so people can make them at home. For the visuals, I wanted them to be clean looping GIFs to show off the fun colors of food and the decor in the background. And these GIFs lead to: Taste of HomeGoods Recipes!

Launch - Mashama’s Instagram Story Series

For her IGS and our collab posts, I wanted to of course feature Mashama in her element - around good food and home decor with great taste, highlighting her story and behind-the-scenes of her ideation and process of creating her menu inspired by HomeGoods finds.

Results & Press Coverage

A Taste of HomeGoods had outstanding coverage; the program garnered over 219.4M impressions with 100% Go Finding messaging across all coverage!
Here’s a couple of featured quotes from participants and article headlines:

 

“It's a dinner like no other...guests actually walk through various rooms, dining at different locations that are donned with all types of Home Goods décor.”

“No offense, Ikea, but this totally beats Swedish meatballs while couch shopping.”

 
 

I Went to the HomeGoods Restaurant and their 8-Course Dinner was Incredible

HomeGoods Unveils "A Taste of HomeGoods" Dining Experience in Austin

Mashama Bailey's Latest Collab is an 8-Course Meal Inspired by HomeGoods

Apartment Therapy (UMV: 20.1M) | Delish (UMV: 22.3M) | AOL (UMV: 16.9M) | The Daily Meal (UMV: 5.1M) | Flipboard (UMV: 3.8M) | Austin Food Magazine (UMV: 6.8K)

My creative role on this project:

  • Creative ideation and art direction of the launch video, social assets and email

  • Storyboarded the launch video for videographer and director

  • Casted voice actor for voiceover on social assets

  • Storyboarded, styled, art directed, designed every frame of the social assets

  • Oversaw designer, video editor and sound producer throughout production of social assets

Client: HomeGoods | Agency: Edelman | Creative Team: Nancy Zhu, Benji Shaw, Kelsey Kovalcik | Design Team: Chi Chuang and Victoria Vasquez | Creative Oversight: Connie Leonard, Kristen Kusterer | Production Team: Scott Siegal, Loren Mount-O’Brien | Photography and Videography Vendor: Cowboy Bear Ninja