Ditch the Subscription

Blue Apron had a total brand refresh and, for the first time with the help of the Wonder app, allowed customers to buy Blue Apron's three types of offerings without having a subscription. That was ground breaking. But how do we break through the meal kit world's noise and create conversation around it? Hit on the insight that everything has a subscription service, even the most ridiculous things in our little dystopian world. For this project, I art directed and assisted in creating the world that these subscriptions services would live in -- both behind the scenes and on set. I helped create the visual concepts for each absurd subscription scenario, designed props and environments that brought our dystopian insight to life, and worked closely with directors and producers to ensure the final executions were both hilarious and on-brand for Blue Apron. ECD: Bennett Johnson CD/Director: Angela Campos