The Challenge: Create a photography style that made familiar, everyday potato dishes feel fresh, modern, and culturally relevant for younger, social-first audiences.
The Insight: Gen Z responds to food content that feels visually bold, playful, and graphic, while still maintaining real, craveable food appeal.
The Creative Direction: Use bright color geometry, structured ingredient patterns, and dynamic food layouts to create a visual system that felt energetic, modern, and highly shareable.
Impact: Created a distinctive, recognizable photography system that increased visual consistency across content and provided a scalable foundation for ongoing campaign and social storytelling.
My Role: Led art direction for campaign photography, defining color systems, composition rules, ingredient styling approach, and assisted with on-set visual direction.
