Role: Senior Art Director (Client Side)
Contributions: Art Direction, Creative Direction, Agency Collaboration, Production Oversight, Post-Production Feedback
As Kroger expanded its Fresh and Ready offerings across delivery platforms, the opportunity wasn't simply to photograph products, it was to redefine how freshness is communicated in digital commerce. The result was a scalable photography system designed to bring greater appetite appeal, consistency, and humanity to over 1,500 assets, ultimately helping establish a new visual expression of "Fresh" across the enterprise.
Redefining What Fresh Looks Like.
Led the creative direction and art direction for Kroger's Fresh and Ready launch across Uber Eats and DoorDash, developing a scalable photography system spanning more than 1,500 assets. Partnering closely with photographers(Ron Hamiliton Photography), production teams, and marketing stakeholders, I established the visual standards, guided shot direction, provided creative feedback, and oversaw final approvals to ensure consistency and quality across every touchpoint. The resulting system has since begun scaling across multiple categories as an emerging enterprise standard for how Kroger visually expresses freshness.
