Epcot Food & Wine
A Taste of Play
The Challenge
Make Epcot’s Food & Wine Festival feel relevant to families, not just adults.
The Strategy
Use play and discovery to make food itself the invitation for kids.
The Idea
Turn sweet, sour, salty, bitter, and umami into a cast of playful characters—bringing flavor to life across food, experiences, social, and merchandise.
My Role
Brand Strategy · Creative Direction · Campaign Development · Social · Experiential
The Impact
Increased sales, new kid-friendly dishes, and a new character-driven merchandise line.
