In Cook (Not) Like Your Mother, young women tell their stories and gain insight into becoming a woman nowadays. The interviews are designed in an anthropological/ documentary style.
While cooking a beloved dish from their childhood, participants reflect on their mothers, and themselves, in the domestic context. How they see cooking (and caring) roles reveals the work of constructing their feminine identity in intergenerational relation to their mothers, grandmothers, fathers, gender-roles, as opposed to whom they want to be.
These interviews were analysed, materialised into recipe books, designed to reveal to the readers the true intricacies of mother-daughter relations, assisting their everyday struggle to construct a gender-role that fits.
America Burgers
Role: Creative Director
Social Media
It starts with understanding their market and needs as a company. Discussing their identity and brand and what they would like to achieve by using social media.
I then go and develop concepts and briefs that will convey their brand and tell their story in the most relevant and honest way.
