THE NEXT SPOKESPERSON | DESIGN DIRECTION
HelloFresh teamed up with unexpected duo, rapper and singer T-Pain and all-star comedian Jimmy O Yang, in a self aware battle over who will be the next HelloFresh spokesperson. As T-Pain and "J-Yang" duke it out, they inspire consumers to get back to cooking with the brand they'd go to extremes to represent. Our creative team concepted a 360 campaign, debuting on TVC and OTT, paid and organic social, and out-of-home. Overseeing the concept and design direction meant working with my team to stay true to T-Pain and Jimmy O Yang's personalities, creating a playful storyline brought to life with high energy visuals and camera techniques. As the celebs try to convince a HelloFresh exec they're the one for the job, they snap into their imaginary battle world, internally called "the void", giving each character their own color scheme and lighting. Our art direction nods to the early visual languages of the video game and comic book worlds. We had lightning, we had splashes and spurts, we had a tattoo gun (sans-needle), we had a lime green sports car on set... We did it all to get folks to see that HelloFresh meals are so delicious they're worth fighting for.
