WARNER BROTHERS X HELLOFRESH: ELF SPAGHETTI | ART DIRECTION
For two holiday season’s in a row, HelloFresh made a memorable impact by launching limited-edition Buddy the Elf™ Spaghetti meal kits, inspired by the iconic dish from the beloved holiday film. The goal was to cut through the clutter of a crowded holiday market, secure high-profile media coverage, and boost consumer relevance ahead of HelloFresh’s peak season in January. To achieve this, we developed a disruptive yet highly relevant campaign that reinforced HelloFresh’s identity as a brand that delivers fun, at-home cooking experiences. The execution included a licensing partnership with Warner Bros., custom recipe development, a dedicated microsite, and exclusive meal kits that sold out in under one minute. The campaign was supported by PR sample boxes, a press release, and original campaign photography and video content.
I led the overall visual direction for the 360 campaign, including the concept and art direction for our photography and social videos. Check out the media coverage below!
