During my time at Trade School, I worked on two initiatives for iconic southeast grocery chain Publix. The first (alongside Kellie Dickinson, Caty Coplin, and Scott Hunt): creating short-form video content for their Instagram. We sought to inspire customers to put their own spin on Publix's newest releases, with content that felt authentic and native to the platform while maintaining all the quintessential elements of Publix's brand identity.
Check out this reel, and experience the potential of cauliflower pizza crust.
The second: getting Publix ready for the Super Bowl, in-store and out. From YouTube pre-rolls to rack cards and shelf talkers, this 360 campaign reached watch party throwers and goers alike, no matter how far along they were in their party plans.
For example, we concepted and shot an episodic series of Instagram reels that showed people how to make the snack table really super this year—with grab-and-go favorites from Publix. Take a look.
This marked my first time working on a campaign bolstered by a comprehensive in-store experience, and I learned that keeping the voice and strategy of a campaign consistent across a wide variety of mediums and assets is no easy feat. Luckily, I got to learn from and work alongside MVPs Alex Saiz, Tony Jenkins, and Cynthia Wolfe.
Did you come here for a laugh? Here's a mockup I made while concepting, back when we thought we might make a post showing four different takes on the same cauliflower pizza crust.
Some people are wizards when it comes to Adobe Photoshop. Some are toddlers.
Guess which one I am.
