Concept-first. The idea — produce as the colour code of a sale — came before a single frame. I ran the campaign end to end: brief, team, set, selects, and the AI key visual that led it across app and web.
01
Creative concept
A sale that doesn't shout discounts. Two acts: tomatoes for ripeness, peppers for heat — red and cream as the campaign's language.
02
Brief & channel plan
Wrote the brief: shot list, deliverables per channel, which frames run where.
03
Moodboard & art direction
Visual references, styling with produce, colour and light direction.
04
Team & casting
Assembled the crew and cast — photographer, model, stylist.
05
Location
Selected the location and prepared the set.
06
Shoot direction
Directed on set across campaign, product and accessory frames.
07
Selects & finishing
Final selection, retouch direction, delivery.
08
AI key visual
Generated the campaign cover that opened the sale — the frame no camera would give.
09
Motion & in-store
Directed the video cut running on the in-store screens across retail.
10
Rollout
Site and app key visual, socials, paid ads, marketplace listings.
