What else…

I was asked to lead this content after another agency did not meet brief.

CHALLENGE: Set the visual tone to systemise seasonal events collateral (Footy Finals, Galentine’s Day, Halloween, Mother’s Day, Father’s Day and Back-To-School), produce efficiencies for imagery sourcing and bring fresh food, connection over food and vibrancy back to the heart of each celebration across all brand touch points within the Woolworths events – print, digital, catalogue, FOS, POS, OOH, OLV and social.

SOLUTION: Solidify the colour palette for each event and visually represent the essence of these cultural moments with a coherent, recognisable presence across all platforms, strengthening brand clarity and allowing the system to scale without dilution.

Each seasonal event was thoughtfully considered with every detail of business needs taken into account – platform, usage, commercial viability, brand alignment and customer awareness.

It was important that these visuals could be utilised by every department for any usage, which meant they had to be fool-proof.

Multiple crops, multiple platforms and many uses – web banners, catalogue signage, print/digital ads, ATL, TTL and BTL.

Motion was also considered for use in-store. Stop motions were part of the flexibility for use on FOS and digital POS.

I led the team including photographer, stylist, photo chefs, producers and was collaborating with the brand managers to create a new way to deliver for these events that would be culturally relevant in Australian ‘tablescapes’ for the next 3-5 years.

This piece of work became a consistent reference point for campaigns across Woolworths.

It aligned multiple expressions under a single creative direction.

It strengthened brand coherence during high-visibility periods, allowing teams to move quickly at pace without sacrificing quality or character.