The concept for this campaign highlights Lamb Weston’s Seasoned Seashore-Style Fries as the ultimate summer companion, perfectly pairing with iconic seasonal favorites like burgers, lobster rolls, fried fish, and hot dogs. These fries aren't just a side—they’re the summertime wingman your menu's been waiting for.
Creative executions use witty, humorous language to frame the fries as essential, can't-miss partners for summer dishes. The visuals place the fries and beloved seasonal dishes side by side in inviting, iconic summer settings—from casual seaside eateries to lively boardwalk scenes—showcasing the delicious synergy between Seasoned Seashore-Style Fries and various regional summertime fare.
• Campaign Art Direction
• Conceptual Thinking
• Creative Execution
• UI Design
• Campaign Production
• Photography Art Direction
Responsible For:
• Art Direction & Designer: Sabrina Newsome
• Creative Direction: Anthony Lowe
• Content Strategy: Eric Howell
Team Contributor:
During campaign development, AI became a reliable second assistant—helping me translate this initial conceptual ideas into the winning concept. This visual reference helped aid in developing the shot list and then into real shot lists for the Lamb Weston photographers. This resulted in providing a unique photography style to the Lamb Weston brand.
Some of my fav conceptual concepts
The campaign shotlist was the foundational piece for us to get the right product photography for this campaign.
