CREATIVE DIRECTION • CAMPAIGN • SHOOT ART DIRECTION • PHOTOGRAPHY
To increase customer retention, basket size, and social engagement with a content-driven Valentine's Day campaign.
The brief for this campaign was simple enough: create a visually engaging campaign to support digital content and advertise add-on products during a holiday where dinner is key. Since the target audience would be a wide demographic, I sought out inspiration from how love was represented in adverts and pop culture over the last few decades.
Once I found common motifs, I decided to go off-the-beaten-path from my findings and present a graphics palette inspired by the sweetness, decadence, and indulgence of desserts. It was able to be reminiscent of Valentine's Day but didn't look like the usual pinks/reds/kitsch traditional to the holiday.
A handwritten display font and an XOXO pattern nod to the warmth of handwritten love notes. The content presented an opportunity to show food-as-partners through a content campaign which included stop-motion animations and a viral comedic