Spooky Veg
It’s rare that a proactive concept makes it all the way to production. This project broke through the noise of seasonal retail marketing by focusing on a simple goal: making something genuinely fun. The campaign anchored itself in a core brand truth while completely upending category expectations.
The concept was anchored by a simple, clever shift in the copy architecture: we transformed the standard, familiar price mechanic by switching real food items into scary monster. This re-imagined, mechanism gave the campaign its witty, conceptual bite.
The visual process culminated in a highly collaborative production. I had the privilege of art directing the campaign imagery alongside photographer Myles New and food stylist Seiko Hatfield, bringing these "Spooky Veg" characters to life on set.
By rejecting predictable seasonal tropes, the campaign successfully disrupted supermarket norms. Beyond driving immediate product interest (like selling a few extra avocados), the work proved that emotional engagement and a bit of playful surprise can carry a brand's message much further than standard transactional advertising.
Client Morrisons
Agency Leo Burnet UK
Role Design Director
Collaborators Myles New (Photography) Seiko Hatfield (Food Stylist)