For an interview task, I was challenged to propose an advertisement campaign to be featured on the London Underground. I was immediately inspired by New Years Resolutions, and created dialogues revolving around 3 target customer personas: the healthy-eating back-to-the-gym resolutioneer, the variety-seeking mum who wants to expand her kitchen repertoire beyond her 5 go-to recipes, and the 9-to-5 commuter who is tired of takeaway for dinner every night.

Creating these profiles helped decide the creative direction for each series. After styling and shooting the photography and writing copy that aligned with each persona, they all came together cohesively under the campaign slogan "Start Fresh with Hello Fresh."