We’re living in the golden age of Instagrammable food
— fancy dishes, vibrant colors, picture-perfect plating.
Everything’s designed to chase likes.
But while gourmet meals at posh restaurants soak up the spotlight,
the true culinary masterpieces stay hidden:
the mayonnaise salad sculptures, lovingly molded at home
by our families with a spoon and a whole lot of heart.

That’s why Hellmann’s is here to flip the script.

It’s time to give credit where credit is due
— to the glorious mayo mountains and carrot flower gardens
that deserve their moment to shine.

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My Role: Creative Direction / Art Direction