Show Off Your Curds
test campaign case study | good culture
So much so that when customers couldn’t find it on shelves in 2025, they were resorting to Reddit and scooping it up in bulk.
Cottage cheese is having a moment - and Good Culture has been leading it.
In this test campaign we lean into the “Culture Club” fanfare. We make it crave-able. We shoot it close-up.
We show off those curds.
The Studio by Micole - Creative Direction, Production, Photography, Retouching & Art Direction | Veronica Martinez - Food Stylist | Ruby Welkovich - Creative Assistant | Lo - Talent
✎𓂃 The goal:
As both a fan of the brand and an exercise in campaign development, I set out to create a crave-able campaign that felt as bold and culturally current as the product itself.
We needed visually rich, modern hero product shots, macro textures, lifestyle storytelling and serving moments.
We needed enough variety to support a campaign ecosystem:
from OOH to web, social, and digital advertising.
✎𓂃 The campaign:
Once the core imagery was retouched and finalized, I developed a series of speculative campaign applications spanning out-of-home, digital advertising and social.
Art direction is where details matter. Where a single letter mark and texture tell the brand story.
Good Culture’s “g” becomes a hero. The curds become a hero. This visual language starts to build brand recognition across consumer touchpoints.
OOH & Wheatpastes
