Make Any Day Exciting
Partnering closely with my copy partner, I co-concepted and developed this video equity campaign to build a powerful, long-term brand narrative: that adding excitement to any day is effortless with HelloFresh’s delicious and easy recipes.
Brand Equity Campaign
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Narrative Storyboarding
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Post Production Direction
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Brand Equity Campaign • Narrative Storyboarding • Post Production Direction •
The Setup
Following an H1 test, HelloFresh initiated an H2 brand equity campaign to drive purchase consideration among a wide target prospect demographic of adults aged 30-60. The brief demanded a highly strategic, narrative-driven video execution built on key consumer insights and Reasons to Believe (RTBs).
The Challenge
Working directly with a copywriter and videographer, I was responsible for developing and pitching multiple distinct creative concepts. For each concept, I had to solve a major creative constraint: showing the viewer how much frustration, time, and stress you save by using HelloFresh, without talking about the subscription price
How I Guided It
Conceptual Architecture: Co-developed four comprehensive narrative territories, mapping out scripts and storyboards that balanced emotional brand storytelling with tactical product highlights like the premium Fast & Fresh line.
Creative Problem-Solving: Spearheaded the visual approach for the value-perception territory, translating abstract concepts like decision fatigue, grocery stress, and ingredient waste into relatable, high-impact visual narratives.
External Partner Relationships: worked with an external agency and director to bring the campaign to life. Was the point person for all visual alignment for external teams (wardrobe, set & prop styling, etc.) spread across NYC, Toronto, and Portugal.
Post-Production & Editorial: Directed the post-production editor on the creative cut, pacing, and color grading to ensure a premium visual aesthetic for all food and lifestyle assets.
Stakeholder Alignment: Facilitated feedback loops with Brand Strategy leads, collaborating with the editor to quickly implement solutions that addressed leadership notes while protecting the narrative core.
Hero 30s “Make Any Day Exciting”
15s “Roll With It”
15s “Camping”
15s “Date Night”
📈 The Impact
Winning Concept Selection: Delivered a thorough, premium pitch deck featuring four fully articulated directions and title architectures, allowing leadership to effortlessly align on and greenlight a single winning concept for production.
KPI Vectoring: Established a scalable, multi-format visual framework for the H2 launch that successfully elevated top-of-funnel brand awareness and customer consideration benchmarks.