McCain Foods Italy

McCain Foods Italy  asked for the design of a new advertisement campaign to be launched on magazines, underground billboards, buses and Metro Cash & Carry website. They also wanted the photoshoot of their stand at the TuttoFood fair in Milan to be part of the campaign, asking me to unify the vision of the whole production.

ADV CAMPAIGN

I have been asked to work on a brad spectrum advertisement campaign, displaying content on Metro Cash&Carry website, some sector magazines and buses.

The Metro Cash&Carry campaign was based on the idea that potatoes have a rustic nature and because of that, they can be more tasty, especially when sprinkled with coarse pepper and salt.

I designed some digital assets using dark stone slab as background and white charcoal to write texts. The dark background also allowed the golden yellow of potatoes to sand out. Black, white and yellow are McCain brand colours.

PHOTOGRAPHY

I directed the TuttoFood fair photography. The people that waved life into the stand tasting lots of potatoes were shot in street photography style. Fries and chips were presented and photographed in gourmet-like style. The dark stone slab where each composition was layed down, has been chosen to provide the same coarse falvour used in the Metro Cash&Carry adv campaign.

As art director I have been in charge of the visual production, with the clear intent of uinifying it on a common ground. I decided about visual elements, the overall campaign style and devised the concepts before converting them into graphic design solutions. I made sure McCain message for this campaign was delivered as intended by the client.