A summer campaign celebrating global flavours through fresh, airborne salads.
Senior Art Director — Conceptualised and led creative direction for OOH and print campaign
Created a vibrant summer campaign for Fresc Co — a Spanish fresh-food chain. Conceptualised salads as global ambassadors, captured mid-air in dynamic photography, with airport-style immigration stamps on bowl rims to signal their international inspiration. The result: a playful, visually bold campaign that brought worldly flavour to everyday salads.
Launch ‘Ensaladas del Mundo’ across Spain using only out-of-home advertising to drive awareness and trial of twelve new globally inspired salads during summer — without relying on names or digital support.
As Art Director I created a purely visual campaign: bold billboard and in-store posters featuring twelve distinct salads rooted in real culinary traditions — from Greece and Morocco to New Zealand and beyond. Each image stood alone, using colour, texture and composition to convey origin and freshness without text or naming.
Customers began asking for ‘the green one with feta’, ‘the orange one with couscous’ or ‘the salad with kiwi’ after seeing the billboards — proving that strong visual storytelling can create instant recognition, even without words.
