Rise and Heinz

As the lead Art Director on the Effie Award-winning Rise and Heinz campaign, I helped transform Heinz from a condiment brand into an integral part of consumers' morning routines. Built around the insight that breakfast is often rushed, repetitive, and overlooked, the campaign reimagined Heinz as a simple way to elevate everyday breakfast occasions and bring more flavor to the start of the day. The work challenged category conventions, expanding Heinz's relevance beyond its traditional lunch and dinner occasions while creating a compelling reason for consumers to engage with the brand at breakfast.

My role included developing key visual concepts, shaping the campaign's visual identity system, and creating design assets that could flex seamlessly across shopper marketing, retail, digital, social, and experiential channels. Through bold art direction, strategic storytelling, and a cohesive creative toolkit, we delivered an integrated campaign that increased brand relevance, drove consumer engagement, and earned industry recognition with an Effie Award for marketing effectiveness