GIR: Everyday tools, exceptionally designed

At GIR, I led creative across product design and launch storytelling—shaping the look, feel, and narrative of tools designed to elevate everyday cooking. From the Ultimate Rolling Pin, inspired by a classic French silhouette and reimagined with silicone-accented colorways, to the globally influenced World Flavors Collection Tool Sets, each product was developed with real use cases in mind and brought to life through campaign art direction rooted in color, culture, and function. The result: kitchen essentials elevated through tactile styling, recipe-driven storytelling, and a bright, modern visual system that reflects the personality of the tools themselves.