The Culinistas
The Culinistas is a culinary resource that empowers people to gather. Founded by Jill Donenfeld and Tiana Tenet, The Culinistas allows people to book a chef to come and cook a meal for any gatherings.
Overview
To drive social media growth and increase newsletter subscriptions for The Culinistas, we humanized the brand by pivoting from a food-only feed to a founder-led content strategy. By placing the founders front and center through cooking videos and personal storytelling, we established a new level of brand visibility and trust. This shift from static food photography to approachable, "behind-the-scenes" assets resulted in a significant spike in audience engagement, successfully expanding both their social following and their subscriber base.
Video Direction and Editing
Storyboarding
Social Media Posts
Digital Marketing
Banner Ads
Script Writing
Cooking Videos
Overview
To promote The Culinistas’ upcoming cookbook, I scripted and designed a series of recipe tutorials featuring founders Jill and Tiana. To navigate the challenge of them living in different cities, I implemented a split-screen format that allowed them to cook together simultaneously in one frame. These videos were created to help viewers easily recreate each recipe while specifically encouraging culinary improvisation when exact ingredients aren't available.
Digital Banner Ads
Overview
To scale the brand’s following and newsletter base, I designed high-conversion banner ads that featured the founders to build immediate trust. By shifting the focus from static food photography to more personal, face-forward creative, these assets were optimized to drive higher click-through rates and successfully convert web traffic into a loyal community of subscribers.
FIRST FLIGHT
SECOND FLIGHT
Overview
I developed a downloadable PDF guide to provide subscribers with expert value while driving affiliate revenue. The layout highlights the professional tools our chefs use to transform everyday meals into something extraordinary, featuring integrated links to The Culinistas’ Amazon storefront. This created a seamless user journey, allowing readers to move from culinary inspiration to a direct purchase with a single click.
