Instacart Seasonal
Campaigns
Since 2023, I’ve been the art director for all seasonal campaigns at Instacart, leading the creative for key cultural moments like Halloween, V-Day, and Back to school season.
For each campaign, I develop the concept and photobrief, work with a team of stylists on the monthly photoshoots, and oversee post-production & build out of the final channel deliverables. I synthesize xfn, brand, and growth needs to produce best-in-class creative that is both beautiful and high-performing.
Instacart’s seasonal creative generated over $20M in yearly revenue in 2024, and a lot went in behind the scenes to make it happen. Ask me about the time we built a fake swimming pool on our 14th floor photo studio, or the time we went through 42 mozzarella sticks to get the perfect cheese pull for our Superbowl photoshoot.
Valentine’s Day
The V-Day Concept
The business goal
Reach a broad audience of people who want to share love with all their loved ones, not just their romantic partner. Who says that you can’t celebrate everyone you love?
The concept
We’re bringing unexpected moments of joy (read: flowers and their favorite snack) to those who brighten your days, whether that’s your partner, best friend, or dogwalker. The photography conveys the “surprise” via hi-low propping via unconventional vaseware or takeout boxes paired with fancy tablesettings.
BTS peek: Lining up all the best Hot Cheetos for the shot, and then for our mouths afterwards ;)
How the photography comes to life
Halloween
The Halloween Concept
The business goal
Show our target audience of parents that Instacart delivers not only candy, but also costumes, decor and more.
The concept
Activate the nostalgia of our own childhood Halloween “core memories.” Kids dressed in costumes inspired by their favorite candies (hi miss candy corn!) and macros of craveable candies.
Coming Soon
Superbowl, Spring Cleaning, Pet Month, Summer, Fall Football, Sick Day