CAMPAIGN branding | art direction
Visit Costa Rica: Whole Foods & Amazon Partnership
With so much hustle in everyday life, it's more essential than ever to find moments of peace and relaxation. In Costa Rica, these moments are easy to find from taking a dip in a hot springs to kayaking with family and friends next to a volcano.
The team concepted this partnership with Amazon and Whole Foods, which was a natural fit for Costa Rica. We brought these pura vida moments to life through "Essential Breaks" on CTV, Amazon Prime delivery bags, Amazon Alexa audio spots, social, and digital displays inside and outside of Whole Foods Market.
MMGY, 2023
Creative team:
EcD: Rick Dunn
GCD: Julie Major
CD: Dustin Sharp, Brenna Paxton
CW: Becky Boeshaar
AD: Kira Jeffries, Dani Maslan
PHOTO: DREW WOOLERY
Video: Chris Luckey, Jeff mundinger
illustration: Dania Kheder
EcD: Rick Dunn
GCD: Julie Major
CD: Dustin Sharp, Brenna Paxton
CW: Becky Boeshaar
AD: Kira Jeffries, Dani Maslan
PHOTO: DREW WOOLERY
Video: Chris Luckey, Jeff mundinger
illustration: Dania Kheder
PLANNING AN INTERNATIONAL PHOTO & VIDEO SHOOT
There was so much planning that went into finding all the locations for the shoot. We first made a shot list to decide what we wanted to capture for the photos and videos. I then made a spreadsheet to easily track and research the specific cities and locations. The team then took this info and made a more consolidated shot list that transformed into a 55-page deck that outlined each location, wardrobe, talent, and props. We had this deck printed to take along with us at each location to stay organized and make sure we were getting all the shots we needed.
ESSENTIAL BREAKS
We created twelve CTV video spots. Each of them aims to immerse viewers into a Pura Vida moment. The accompanying copy approach adds value by providing an educational fact related to the scene.
LIFESTYLE PHOTOGRAPHY
We also took this opportunity to capture lifestyle photography at each essential break location. These will be featured across different media executions from digital display to paid social.
WHOLE FOODS MARKET / AMAZON PRIME DELIVERY BAGS
We designed outdoor digital Volta displays and indoor digital signage for Whole Foods Market. The illustrated grocery bags we a part of Amazon Prime delivery. We wanted to create a visually appealing design that would also encourage shoppers to reuse the bag. Some examples of potential reuses include using it as a coloring book or using it as gift wrap.
