This regional blitz campaign promoted Lamb Weston’s Seasoned Seashore-Style Fries to drive volume while testing geo-targeted marketing. We created a new style for Lamb Weston, by first using the 1st pov as the core product photography angle—which helped communicate how the seashore product pairs perfectly with regionally iconic foods—lobster rolls for East Coast audiences and burgers for the Midwest.
We also introduced a new bold typographic treatment that creates a bold, eye catching sense that plays well into the visual hunger cues, that the photography gives. All of this helped position these fries as more than a side dish—they’re the must-have taste of summer that customers and B2B menus are craving.
• Campaign Art Direction
• Conceptual Thinking
• Creative Execution
• UI Design
• Campaign Production
• Photography Art Direction
Responsible For:
Team Contributor:
• Art Direction: Sabrina Newsome
• Creative Direction: David M.
• Content Strategy: Eric Howell
During the concept development, there were a a bunch of ideas & styles, like 1st pov, 1950 vintage photography, and simple editorial style using bold type and product shots.
Once the client liked the concept, I was able to direct the photography that turned into the final campaign art direction.
The Initial
Campaign Idea
AI became my assistant, helping take the idea and turn into a campaign direction. With a little but of writing, i was able to direct a shot list, getting us the product photography , and i used adobe firefly to generate the backgrounds.
The core concept of this photography direction was inspired by the Proust phenomenon—the notion that taste and smell can instantly trigger nostalgia and familiar feelings. Because this campaign ran regionally, we wanted to tap into that sense of nostalgia, which is where the concept came to life. I was able to clearly communicate the idea through a detailed shot list, which ultimately led to unique product photography, new for the Lamb Weston Brand.
The concept also needed range to resonate across both the Midwest (Control) region and the East Coast. To achieve this, we captured region-specific food pairings—Burgers for the Midwest (Control) region and lobster rolls for the East Coast region. Subtle brand details were added to the photography like colored bracelets, as well as diversity in the hands themselves, featuring a mix of ages to add authenticity and warmth.
