2016
Agency client work • Genuine Interactive
Role: design lead
Team: creative director, senior copywriter
Ask: Design three creative concepts. Drive awareness for a fairly unknown brand. Nothing But The Fruit was a new product line from Welch’s. All three concepts needed to be different, but also had to focus on the clean, natural attributes of the product: their “Picked, Pureed, Pressed” messaging.
Concept 1: Long Scroll
The first concept was text driven, with the goal of being a long-scrolling, parallax experience.
Concept 2: The Wacky Fruit Farmers
The second concept was the wild card. It was a story-driven, illustrative experience that introduced three hokey fictional farmers that were used to tell the story of the product. I designed all of the illustrations for the client review.
We were really excited about this concept, as it had really strong implications for social cinemagraphs, in-store signage, and overall a lot of momentum for a long creative engagement for a host of different digital and analog channels. The CD, the copywriter, and I had a lot of fun crafting back stories for these wacky farmers.
Concept 3
Finally, the chosen creative, was a fairly straight-forward, content-rich experience that relied heavily on images of real fruit, shots of the packaging, and a more natural, softer visual style that acted as the digital steward to strengthen the brand message.