HelloFresh TV & OTT Spots
During my six years at HelloFresh, I played a key role in the in-house creative development of national TV and OTT campaigns from concept to completion. My team and I conceptualized campaigns, pitched to leadership, wrote scripts, and developed visual directions before partnering with production companies and directors to bring them to life.
As someone who loves storytelling and crafting compelling narratives, I focused on finding new and interesting ways to tell HelloFresh's brand story and attract new customers—some campaigns highlighting the ease and simplicity HelloFresh brings to your life, while others explored how cooking brings people together.
Beyond the Box
With the onset of Covid 19, how people got their food and spent time together significantly changed. It was a pivotal moment for HelloFresh to support families and helping them get fresh, healthy meals while staying safe at home. We developed this spot to emphasize that brand’s mission to change the way people eat.
One Dish at a Time
This January 2021 spot addressed how Covid transformed our interactions with family and friends, focusing on food's power to create connection—whether in person or over video calls. The campaign showed how HelloFresh could help people spend the new year creating meaningful memories with loved ones around delicious meals.
Mealtime: The Musical
For this spot we wanted to celebrate the soundtrack of the kitchen, commissioning a custom score that transformed everyday cooking sounds into an orchestrated anthem about families cooking together. This fresh sensory approach demonstrated how HelloFresh brings ease and joy to families while standing out in the crowded meal kit space.
Homemade, Made Easy
For this spot, we emphasized how HelloFresh enables busy families to enjoy fresh, homemade meals regardless of their hectic schedules. Using dynamic visual transitions, we followed one on-the-go family through different days of their week, showing how they consistently came together for delicious, freshly cooked meals at day's end.