Kroger Fresh and Local was a campaign that focused on all the different regions of Kroger and the local ingredients they specialize in. As the Photo Art Director and Photographer on this project, I came up with a concept that highlighted a region’s specific food by depicting it through a word that best describes that food. As a team, we wanted to come up with a series of photographs that would beautifully highlight these foods while making the audience crave it.

I served as the Photo Art Director and Photographer for this shoot. This was a campaign released leading up to the Super Bowl in 2016. The idea behind this shoot was to put the Kroger customer in the shoes of a football player. The position of a football player was represented by the roles people play when at a Super Bowl party. From a couch potato to the home cook, our goal was to show the wide customer base of Kroger.

As the art director for Sheetz ­­— a chain of family owned convenience stores — I work closely with designers who produce content for all their social accounts, assuring high quality brand cohesion.

As the art director for Mobile Future — an association that focuses on educating the public regarding spectrum and mobile data — I worked closely with designers to concept infographic centric solutions to current events and data brought by the client. This involved making decisions on typography, color palette and overall illustration style that would be used to execute the final product.