Role: Senior Art Director
Contributions: Concept Development, Creative Direction
A Love Letter to the Pacific Northwest.
In the Pacific Northwest, food is more than nourishment…it's memory, ritual, pride, and place. "Love, From Here" was developed as a long-term storytelling platform for QFC that transformed local ingredients, seasonal traditions, and everyday moments into cinematic love letters to the region and the people who call it home.
I developed the original platform idea, creative strategy, and storytelling approach for "Love, From Here," an integrated brand platform designed to deepen QFC's connection to the Pacific Northwest community. From insight and manifesto development through campaign concepts, scripts, and visual world-building, I led the creative vision for a system intended to scale across film, social, seasonal campaigns, and in-store experiences.
Developed as a long-term brand platform exploration for QFC.
the insight
Food in the Pacific Northwest isn’t a trend; it’s a love language.
the idea
“Love, From Here” is a brand storytelling platform that repositions QFC as more than a place to shop, it becomes a place that feels like home. Rooted in the seasons, ingredients, and emotional rhythms of the Pacific Northwest, each campaign becomes a love letter to the people, food, and traditions that define this region. Whether it’s a handwritten note to the last peach of summer, a roast on the holiday table, or the ones coming home to share it, this platform allows us to speak with warmth, pride, and local soul. This is more than a campaign. It’s a long-term creative lens that repositions QFC as a destination, not just for groceries, but for belonging.
“Rooted in the region. Made for the moments that matter.”
a letter to the pacific northwest
how it comes to life
“a letter to the first salmon”
mock storyboard
“a letter to the last peach on the windowsill”
