FreshDirect

Since 2018 I have worked at FreshDirect as a Designer on their creative team. My role includes working on a variety of projects ranging from web/digital, print, motion graphics & video editing. Working together with the team on every aspect of the creative process from brainstorming, storyboarding, and creative execution. Below are some examples of work I was particularly excited to work on.

Location Specific Paid Digital Campaign: Effective unit examples of paid digital content made to target specific locations in NY and CT. Concept was to lean on how FreshDirect is tied into the fabric of the NYC area by dropping BIG bags into neighborhoods.

FD bag redesigns: Currently approved (and alternate) designs for FD’s bag renew. The typical FD delivery bags needed a rethink to look more bold and noticeable from a distance. These zoomed in, micro shots of produce catch the consumers eye in times of delivery, and when customers re-use bags as totes around the NYC area.

Paid Digital & other video content: Paid digital work used in social campaigns. Summer season stitches (wip files), REAL NY animations & FD vs. Typical store animations.

Union Square OOH Campaign: Multiple touch points from conceptualization, image editing, design and animation.

OOH campaigns: Subway Triptych, NYC Digital Taxi Tops, Autumn Time Square Cube: Ideation, image editing/rigging, design, & animation.

Social & Awareness: Recipe Teaser (Strawberry Crisp), Foodkick LinkNYC screen, NY Yankees Social. Video editing, animation, & design.

Iconography for new site navigation (+ in-homepage screengrab). Designs based off of original site nav icons.

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