ALYSON S. REDDING
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Art Direction, Copywriting
Creative Direction, Photography, Design, Copywriting
Art Direction, Design, Copywriting
Art Direction, Design, Copywriting
Art Direction, Photography
Art Direction, Photography, Copywriting
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Creative Direction, Photography, Copywriting
Art Direction, Copywriting
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©2025 Alyson ReddingBetter with Butter
Creative Direction, Photography, Design, CopywritingA digital exhibition for NYCxDesign Week 2024 that launched two new products while maintaining brand presence at a key industry event—without the budget for a physical activation. I conceptualized and executed this artist collaboration series, inviting designers and creatives to create butter sculptures of everyday objects. By leveraging existing community relationships, we generated engagement and buzz at a fraction of traditional event costs.
INTRODUCTION
In celebration of Areaware's latest butter-centric accessories for the kitchen, Everything Nice Butter Dish (Sophie Lou Jacobsen) and Twist Spread Set (Pat Kim), we invited artists, designers, ceramicists, and other creatives to participate in a digital group exhibition for NYCxDesign Week. The artists were tasked with making a sculpture inspired by an everyday object that could only be made better with butter. The objects are ones found in their homes, studios, or—at least in one case—on their person.
When all of these butter sculptures are brought together, the result is a display of affection and appreciation for the objects that we might typically overlook but that, though small, hold a significant presence in our lives—much like butter, a simple ingredient that has been making our every day a little bit better for many, many years.
ORIGINS OF BUTTER
Butter has been in human’s lives and on our plates for thousands of years, dating back as far as the Neolithic period. It’s speculated the first butter was made by accident. Rumor has it, a nomad tied a sheepskin bag full of milk to his horse, which shook long enough to solidify into a creamy, delicious spread ("The History of Butter," butterjournal.com). Next time you enjoy an especially good slab of butter, remember to give thanks to this legendary nomad.
CREDITS
Better with Butter features work by Selena Liu, Pat Kim, Sophie Lou Jacobsen & Lauren Gerstel, Dara Oramas, CHIAOZZA, Rachel Saunders, Kelsey Chabolla, Grain, Nik Bentel, Chen Chen & Kai Williams and Woldy Reyes.