Creative leader, art director, ideas generation & graphic designer
Gousto – Off My Plate Campaign
I led the concept development for Gousto’s Off My Plate PR campaign, built around a culturally relevant insight into the pressures and mental load associated with everyday mealtimes. The idea focused on bringing this tension to life in a relatable and engaging way, aligning closely with Gousto’s mission to make cooking simpler and less stressful.
Partnering with artist Margo in Margate, I shaped the collaboration and creative direction, developing a limited-edition plate range inspired by these shared mealtime frustrations. From briefing the artist through to storyboarding the campaign film, I ensured the creative vision was clear, cohesive and delivered with impact.
Alongside concept development, I art directed both the still and motion shoots, overseeing execution across all assets. The campaign blended humour and empathy to create a distinctive PR moment, clearly communicating Gousto’s role in helping to take the mental load off your plate.
