ANCHOR

For Anchor Butter, we turned the brand platform into a bold, distinctive campaign built around playful typography, strong product presence and sharp copy. Partnering with a copywriter, I set the creative and visual direction, shaping how the idea could flex across channels and specific locations for greater audience impact, while still feeling recognisably Anchor. I also contributed to the pack design development, ensuring the product remained central to the wider visual system. I led the art direction, using generative AI during early development to explore product imagery for campaign possibilities before bringing the final direction to life on the shoot.