Campaign Ideation - allplants
During my time in-house at allplants, I had the opportunity to help shape the look and feel of a brand I truly believed in - from bold campaign concepts to shoot direction and everyday content. Working closely with our chefs, marketing team, and creative collaborators, I led the visual side of multiple campaigns, helping turn big-picture ideas into scroll-stopping, flavour-packed visuals. Below are a few of my favourite projects, where I brought together art direction, design, and storytelling to create something that felt joyful, human, and distinctly allplants.
BOLD BEAN + ALLPLANTS COLLAB
BOLD BEAN + ALLPLANTS COLLAB
To celebrate the launch of this rich, tomato-packed dish made with Bold Beans’ Queen Butter Beans, I developed the campaign look and feel - designing a bold brand pattern, directing the visual identity, and leading a vibrant, Mediterranean-inspired shoot with photographer Valentina Concordia. I also produced all supporting assets across packaging, web, and social media to ensure a cohesive and flavourful rollout of this exciting plant-based collab.
Real Food. Unreal Flavour.
At allplants, I led the creative direction for a limited-edition campaign in collaboration with our new Chef-in-Residence - real food activist and chef Melissa Hemsley. I developed the campaign concept from the ground up, aligning it with our brand positioning while drawing inspiration from Melissa’s book Real Healthy and the bold, joyful colours of fresh, plant-based ingredients.
From there, I crafted a full visual identity and designed a suite of assets to bring the campaign to life across digital, print, and packaging - including META ads tailored for paid social performance. With a social-first approach, the campaign rolled out across multiple channels with strong visual cohesion. The result was four distinctive dishes (and one dessert), united by the bold tagline Real Food. Unreal Flavour., and a campaign that felt unmistakably Melissa and unmistakably allplants.
