Company: HelloFresh
Brand: Factor_
Role: Art Director & Lead Designer​
Partner: Brianna Tallos (Production Designer)
Factor’s 2022 Black Friday sale utilized dramatic photography, which featured bold shadows and spotlights to make the meals stand out. Split into two phases, Pre-Black Friday & Black Friday, I Art Directed and Designed the look and feel for this campaign.
PRE-BLACK FRIDAY PHOTOGRAPHY
The first phase of the sale used a spotlight to reveal only a portion of the meals and add-ons as a teaser of what was to come on Black Friday.
Emails were created to push the Pre-Black Friday sale to our customers, utilizing the dramatic photography and bringing in pops of colors for CTAs and other elements throughout.
BLACK FRIDAY PHOTOGRAPHY
The second phase of the Black Friday Sale used the spotlight to
reveal the meals and add-ons in their entirety.
PAID SOCIAL VIDEO
Recipe-focused videos were created to promote the meals on social.
PAID SOCIAL ADS
Spotlight GIFs were created to reveal the meals in social ads across different platforms.
