Mindful Chef - Advertising Campaigns
Art direction, food styling and design for three nationwide campaigns for Mindful Chef, running across the UK in 2018 and into 2019. From early concept development through to the execution of all print and digital artwork, the work spanned out-of-home advertising, magazine inserts, direct mail and digital channels.
ART DIRECTION · CAMPAIGNS
Concept development, art direction, food styling and design for Mindful Chef's first nationwide campaign. The visual approach centred on the full journey from box to plate, an abundant, carefully composed flatlay showing the open delivery box, ingredient bags, recipe cards and finished dishes, all set against a clean white marble surface scattered with fresh produce and hand-thrown ceramic pieces.
Work included out-of-home advertising across dozens of London Underground trains and stations, magazine inserts, direct mail and digital assets, as well as large-scale vinyl prints dressing the brand's London headquarters.
Photography: Pablo Antoli
Food styling & Art direction: Ana Rojas
Q1 2018 · New Year Campaign
Concept development, art direction, food styling and design for Mindful Chef's Summer 2018 campaign. For this campaign the focus shifted to the vibrancy of the food itself. Three hero dishes were each paired with a dominant colour drawn directly from their ingredients, with one of the brand's circular paint swirls scaled up and placed beneath each dish as a bold compositional anchor.
Work included out-of-home advertising across dozens of London Underground trains and stations, magazine inserts, direct mail and digital assets.
Photography: Pablo Antoli
Food styling & Art direction: Ana Rojas
Q2 2018 · Summer Campaign
Q3 2018 & Q1 2019 · Winter and New Year Campaign
Working closely with Ragged Edge, the agency behind Mindful Chef's original brand identity, we produced two consecutive campaigns built around three overlapping moments from the recipe box experience, receiving, cooking and eating. The compositions used editorial-style cropped images with white stroke borders, set against a plain white background with restrained use of the brand's pattern elements.
I collaborated on the art direction and food styling for the campaign shoot, and was asked to be the face of both campaigns, appearing alongside the finished dishes and ingredients. I also designed all print and digital assets across out-of-home, magazine and digital channels.
Art direction & Concept: Ragged Edge
Food styling & Art direction: Ana Rojas
OOH OUT IN THE WILD
