Blue Royal is a blueberry company that grows gigantic blueberries. A couple of years ago, they were looking to launch their product in the NZ market, having only a logo to their name. "Jesus Christ, those are big blueberries", was my first thought, which spurred on the idea, "if God had another crack at inventing blueberries, this would be it". From there, I created an integrated campaign based on that very idea. I wrote, I art directed, I designed the lot. I also made God a Polynesian woman, which was a tough pill to swallow for some, but it's not the 18th century anymore.
Food & Beverage
Art Direction, Copywriting, Ideation