HelloFresh
Digital campaign work for one of the biggest meal kit delivery companies in the world, working on all four of HelloFresh’s meal kit brands.
Motion Graphics, Digital Design
Visual concepts for GreenChef’s Holiday Flash Sale
When I worked on special seasonal campaigns, I had more flexibility in pushing the brands’ look-and-feel. For GreenChef’s Holiday Flash Sale campaign, I leveraged gradients, simple line imagery, and a stylized typeface to push these assets over the top.
Usually, the best-selling dishes are ones where the individual ingredients are somewhat separated, so I chose one of GC’s best-selling dishes (a shrimp bowl with fried egg) as the hero imagery. I added a series of string lights to frame the above-the-fold section in the email (and in subsequent collateral) and used the Fenway Park typeface to add festiveness to the treatment.
I originally presented three concepts to the art director, and this is the finalized concept.
The animated gif for paid social.
The mockup of a static TV spot asset, with the included offer code.
The email designed with the string light and hero dish imagery alongside three other GC dishes.
New Year’s Goals But Make it #FF5E1B
Alongside a senior designer, I worked on the full digital campaign for Factor’s New Year’s campaign. As the first email campaign being sent to users post-holidays, we needed something that would really pop.
To achieve that, I pushed for us to replace Factor’s bright magenta with a campaign-only red-orange color. Playing well with the existing lifestyle photography, it also amped up the overall campaign mood and suggested a sense of urgency.
This was one of my favorite projects for Factor for two reasons:
1. I love working with campaign assets that include lifestyle models— it makes the product feel more alive and contextualized.
2. I’m a big fan of using sticker-like vectors to complement imagery. We decided to use this starburst-like sticker (it reminds me of a fruit sticker) to help frame the offer language in a few of the campaign assets.
One of the animated gifs created for the Factor NY Flash Sale.
