Brand: Ocado
Campaign: Easter 2026
My role: Creative Lead / Art Director
In 2026, Ocado's art direction changed. Instead of showing authentic, people-focussed moments we pushed for better brand recognition and differentiation from our competitor through a 'purple world'.
Easter was the first campaign to explore this new art style. It was also our first seasonal campaign to deal with new HFSS regulations – what a combo. Undaunted, I led the campaign creative team from concept to delivery and the results speak for themselves: over 120% Year-over-Year growth in campaign revenue 🎉​
Creative lead: Charlotte Gibling, photography: Frankie Turner, food styling: Kieron George, producer: Jess Leeson, art direction: Charlotte Gibling & Jess Kielstra, copy: Bella Mallaby design: Kirsty Harlow, Rozelle Nortje & Bernadett Igyarto, motion design: Marco Fuentes & Ben Bradbury, head of creative: Carol Feeley
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This work was created at Ocado Retail.