The Paper and Packaging Board, the industry consortium for all paper and cardboard manufacturers, wanted to generate nationwide conversation about innovative packaging design and the recyclability of paper packaging. Beginning in 2018, my team developed and produced a multi-episode, multi-season reality competition where packaging and industrial designers went head-to-head to develop new packaging, with judging by established brands. Three episodes (Episodes 1, 2, and 3) aired in 2018 and the concept was relaunched in 2022, and again in 2023, with two episodes each season (below).
In 2022 and 2023, more than 4.5M people watched the videos (with over 500K video completions).
Pack It! - Packaging Design Challenge
Role: Creative Director, Copywriter
