Sugar Crush
Love at first bite
Art Direction | Campaign & Marketing Strategy | Retouching | Design Rollout
A seasonal-led Valentine's campaign for Little Dessert Shop aimed at targeting young Gen Z audiences through cinematic imagery. The campaign captures the anticipation and excitement of a modern-day crush, translating that energy into aesthetically driven, viral and crave-worthy storytelling.
Sweet Talking
Direction & Campaign Strategy
Centred around the rising ‘Galentine’s’ trend, which continues to build momentum year on year. This route led us towards imagery that captured a sense of anticipation and excitement, which became the emotional core of the campaign.
A series of images told this story through subtle visual cues and cinematic moments aimed to evoke the intensity of high school crushes.
In the Mix
Project Involvement
I led the campaign from concept through to creation, overseeing art direction, consumer research and the integration of key marketing trends throughout.
I directed all key photoshoots, including set styling, to ensure consistency with the agreed visual language, and retouched the full suite of campaign imagery to align with the established strategic vision.
Additionally, I delivered in-store print collateral, including menus and posters, alongside digital marketing emails to support the campaign. I also directed the motion team in producing screen-ready in-store assets, ensuring consistency across all touchpoints.
Product Imagery - Red Velvet Cake Slab
Product Imagery - Chia Seed Pudding
