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 & ideation
• UI Design
• Campaign Production
Responsible For:
• Art Director: Sabrina Newsome
• Content & Copy Strategy: Eric Howell
Team Contributor:
It all starts oodles
conceptual ideas
We presented a series of bold campaign visual styles that ultimately evolved into the final campaign art direction.
The photography & copy approaches from these early concepts helped shape the final look & voice, 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.
The Final Campaign concept
This campaign lead with primarily product photography that showed a variety of Lamb Weston frie types with playful pairings like sushi and ice cream. This direction created a fun, colorful visuals that tapped into hunger cues—the kind that make you go “MMMMMM, I want to try that”!. We also incorporated lifestyle photography of diverse people enjoying the fries, adding a human, relatable layer to the concept. Brand colors, textures, and graphical elements acted as brand anchors, tying the entire art direction together with the digital part of the campaign.
The Art Direction
a peak into the
production flow.
Below is how I brought the campaign to life across Landing pages, website headers, marketing emails, display ads, graphical UI elements, sell sheets, table tent design, and I created a social media image library.
