CREATIVE DIRECTION • CAMPAIGN • SHOOT ART DIRECTION • PROP STYLING
Create a compelling campaign to communicate Gousto's summer offering, highlighting the variety of recipe/ingredient/flavours in the perfect weather for sharing food amongst
Eat outside. Eat light. Eat fresh. Eat together. These phrases were the inspiration from the brief that began the overall development of this campaign's look and feel.
After combining the brief's inspiration with trend research, I landed on combining the outside lighting effects of sun and shadow with bold vibrant colour blocking.
Creating a fresh and fun summery colour story helped anchor the photoshoot art direction. The props were styled to match their background colour to allow the food to pop out. Dappling effects helped bring the viewer outside, and plating helped incorporate the togetherness aspect.
The results was a very summery campaign that is graphic, exciting, and effectively eye-catching. The campaign overall was a great success, raising acquisition numbers and was also the most successful lapsed customer reactivation (26% reactivation rate) the company had seen at the time.