instagram Archives - JP Flores Creative

Question

How can a 90-year legacy product be celebrated in a way that feels warm, engaging, and relevant for modern families during the holiday season?

Exploration

For the 90th anniversary, we wanted to highlight the emotional connection people have with Le Creuset — the product as a catalyst for family gatherings. With Thanksgiving approaching, the creative challenge was to translate that heritage into visuals and messaging that felt aspirational, inviting, and timely, while engaging audiences across multiple channels.

Expression

I led the creative vision for the campaign, collaborating with designers, stylists, photographers, and writers to craft a multi-channel experience. We developed the tagline “90 years of bringing families to the table”, paired with trending tips and tricks for fall cooking. The imagery and design were carefully curated to feel warm, aspirational, and inclusive, creating a cohesive visual and experiential story across email, social, and digital channels.

Meaning

The campaign brought Le Creuset’s legacy to life, creating an emotional connection with audiences and reinforcing the brand’s role in family traditions. By combining storytelling, imagery, and timely content, the campaign offered a truly engaging experience that celebrated 90 years of culinary heritage.

Campaign: Le Creuset for zulily
Art Director: JP Flores
Copywriter: Matthew Schnirman
Producer: Jessica Roe
Photography: Carlton Canary
Styling: Jesse Meyer
Graphic Design: Autumn Schrock

Multi-channel experience

le creuset showcase — The campaign included responsive designs and multimedia elements that could be accessed on multiple platforms.

Social

For the social piece of this campaign, we modified an existing recipe for a popular seasonal soup from Le Creuset and created shareable assets and blog post to drive traffic back to the site. We also created a step by step guide demystifying the art of french press coffee, and partnered with Le Creuset to create a giveaway to increase engagement. Below: an excerpt from our French press blog post and Facebook giveaway.