Instacart Holiday 2024
I was the lead art director for one of Instacart’s largest initiatives of the year: our 360° Holiday campaign. I led a team of designers, copywriters, and production partners to bring this three part campaign to life — start to sparkle. The bow on top? The CMO said the art direction for this campaign was “our best yet” 🎀.
PART 1
Holiday Baking
How the photography comes to life across channels
PART 2
Thanksgiving
How the photography comes to life across channels
PART 3
NYE & Gifting
How the photography comes to life across channels
A peek behind the process
Pre Production
I led this project from end to end: pre-production, production, and post-production. In the pre-production phase, I established the overall creative concept: the through line that would tie each phase of the campaign together. I created detailed photobriefs outlining the art direction on color, set, props, food, and wardrobe. I constructed a shotlist, working with stakeholders to translate the business needs into the most efficient and impactful suite of photography.
Production
We had two multi-day photoshoots in New York for this campaign. On set, I worked closely with the team (photographer, prop stylists, food stylists, wardrobe stylist, talent, and producers) to bring the creative vision to life.
Post Production
I oversaw a design system of graphic elements like color, type, visual motifs, and animation examples to anchor the holiday campaign. I also partnered with our copy leads to marry the messaging and the photography at every touchpoint, and worked with our retouchers to finalize the photography. I reviewed every single final channel deliverable to ensure each component of the campaign, no matter how big or small, aligned with the overall vision.
Instacart Team
ACD: Anabelle Roeser and Jess Guy
Producers: Anju Purushot and Belinda Jimenez
Designers: Eli Mcdonald, Shawn Strub, Bryant Taylor, June Lee
Copywriters: Beebe Xia, Nicole Cassese, Ellie Clark, Megan Peterson
Motion: Matt Allen, Max Prendergast
Marketing: Glenda Garcia, Kristen Forrester, SJ Stephens
External Team
Photographer: Alex Lau
Food Stylists: Tyna Hoang and Victoria Granof
Prop Stylists: Maggie DiMarco and Sophia Pappas
Wardrobe Stylist: Alpha Vomero
Production Company: 2D Creative Artists