Lamb Weston came back and asked us to leverage previous 2024 NFFD creative and revamp it for 2025. They asked us to lean into more photography when we develop our creative campaign along with digital assets. We designed Landing pages, website headers, marketing emails, display ads, graphical elements, sell sheets, and created a social media image library.

• Campaign Art Direction
• Conceptual thinking
• UI Design
• Campaign Production
• Photography Art Direction

Responsible For:

• Art Director: Sabrina Newsome
• Content Strategy: Eric Howell

Team Contributor:

It all starts oodles ideas

We presented a series of bold campaign visual styles that ultimately evolved into the final Art Direction. The photography approaches from these early concepts helped shape the final look—bringing in playful human moments, brand-color–driven product imagery, and illustrations integrated as clothing details. All of these elements became foundational to the final campaign’s Art Direction.

Below is how we brought the campaign to life across Landing pages, website headers, marketing emails, display ads, graphical elements, sell sheets, and created a social media image library.

The Final
Campaign Direction

But first, a peak at the production process.
I executed the Art direction across all of campaign campaign.