Art Direction in action
A Creative Journey with OXO and Bisto
DELIVERABLES
Key Visual
Photoshoot
Retouching
TEAM
Client: Premier Foods
Agency: 20ten Creative
Creative director: James Long
Art director: Jose Luengo
Photographer: Howard Shooter
Food stylish: Denise Smart
YEAR
2023/24
As an art director entrusted with overseeing creative accounts for OXO, Bisto, and Paxo, I embarked on a mission to reimagine and elevate the visual identities of these iconic brands. Through a comprehensive creative process spanning multiple projects, I seamlessly fused innovation with tradition, breathing new life into each brand while preserving their unique essence.
SETTING THE CREATIVE VISION
Commencing each project with thorough research and analysis, I delved deep into the brand ethos and target audiences for each brand and product. This groundwork was followed by the curation of mood boards that encapsulated the desired aesthetic and thematic elements, drawing inspiration from a variety of sources, including culinary culture and contemporary design trends.
CONCEPT DEVELOPMENT AND STORYBOARDING
Once the creative vision was established, I translated it into tangible concepts and narratives. This involved the creation of sketches and storyboards, serving as blueprints to effectively communicate my vision to the rest of the team and ensure alignment with the brands' identities.
EXECUTION AND PRODUCTION MANAGEMENT
I meticulously crafted preproduction documents to articulate my vision and collaborated closely with photographers, videographers, and food stylists to bring the creative vision to life across OXO, Bisto, and Paxo. Taking a hands-on approach in directing photoshoots and video shoots, I ensured seamless alignment with the established creative direction for each brand.
IMAGE RETOUCHING AND POST-PRODUCTION
Following the production phase, I applied my expertise in image retouching to elevate the visual appeal and cohesiveness of the final assets across all brands. Additionally, I oversaw the work of junior designers and art workers to ensure a polished and professional output, maintaining consistency and quality across all deliverables.
Working across OXO, Bisto, and Paxo's creative accounts has been a rewarding experience marked by collaboration and dedication. Through each project, I've strived to breathe new life into their visual identities while honouring their esteemed legacies.
Additional art direction projects I've been involved in
OXO'S Amazon brand page.
PAXO Meat free KV,
OXO Stakehouse.