Digital Marketing | Advertising | Photography | Art Direction
I started this project with the insight from the research on the customer behavior during the new year: people are looking to build a new habit, and they are more likely to stick with it if they get immediate benefits/rewards from it. I developed the “New Year, Fresh You” campaign, which connects common New Year’s resolutions with HelloFresh products while visually highlighting the benefits different HelloFresh products bring.
We shot 10 different dining scene that shows off the delicious and delightful HelloFresh experience. I specifically wanted to include hands in the photos for this campaign so that we’re visually hitting hard on “You” element as well as the copy.
Worked as a project lead while at HelloFresh under creative direction of Jodi Edwards, in collaboration with Yvette Kwanye (Copywriting), Madeleine Lachesnez (Design), Michelle Deng (Design), Jean Schwarzwalder (Photography), and Mallory Lance (Food and Prop Styling).