Color the Classics

For the holiday season, Whole Foods wanted to feature classic dishes with surprising, colorful twists. As Creative Director, I led a team of art directors, copywriters, designers and producers across multiple photoshoots to bring the campaign to Whole Foods stores and targeted regional markets. Working with the talented Gentl and Hyers, we shot seven iconic fork bites, from harissa carrots to sage mac n’ cheese. Additionally, we captured eight seasonal dishes with brand launch photographer Maren Caruso.

The campaign introduced a bold, evolved art direction, a new seasonal typeface and playful visual language across photography, OOH creative, paid social and in-store poster extensions. The extensive OOH campaign covered bus shelters, digital boards, buses and transit centers from LA to Boston.