Mastering Cheese
Safeway wanted to surprise, delight and inspire shoppers to discover a world of fine cheeses that they have to offer and increase revenue through cross selling extraordinary wines for pairing.
THE CONCEPT
Plan a Cheese Party
I put myself in the shoppers' shoes and reversed my thinking into what would be a helpful solution for them.
What wouldn't be better than a guide to everything you need to organize a low-prep, no-cook party―from the Evite to the shopping list to the little touches that will make your gathering special―featuring many savory kinds of cheese and the perfect accompaniments. So in this take-away piece, you can study flavors, pairings and more.
I also directed the photography style for the cover, intro and the main spreads for this piece :)
Safeway wanted to surprise, delight and inspire shoppers to discover a world of fine cheeses that they have to offer and increase revenue through cross selling extraordinary wines for pairing.
THE CONCEPT
Plan a Cheese Party
I put myself in the shoppers' shoes and reversed my thinking into what would be a helpful solution for them.
What wouldn't be better than a guide to everything you need to organize a low-prep, no-cook party―from the Evite to the shopping list to the little touches that will make your gathering special―featuring many savory kinds of cheese and the perfect accompaniments. So in this take-away piece, you can study flavors, pairings and more.
I also directed the photography style for the cover, intro and the main spreads for this piece :)
