SENIOR ART DIRECTOR
SENIOR ART DIRECTOR
Taste, Texture, and Health: DSM Food & Beverage Repositioning
Working with the team at Publicis Langland, I led the creative execution of DSM Food & Beverage’s “Taste, Texture, and Health” campaign, driving a bold repositioning that redefined the brand’s traditional corporate identity. This project was all about pushing boundaries, taking the client on an immersive creative journey to inspire them to embrace a more daring and unique visual direction. Through carefully crafted presentations, I helped them visualise the execution, striking the perfect balance between food and science in a way that felt fresh, impactful, and authentic.
From concept development to stakeholder management, I oversaw every stage of the process. This included sourcing the ideal production company, providing detailed creative direction across all touchpoints – print ads, mood films, and more; and collaborating closely with the famous food photographer– Patrice De Villiers, sound designer, and editor to bring the vision to life. The result was a campaign that stood out in the industry and resonated with the client’s goals – Bringing the science of food to life through beautiful sculpture-like food presentation and photography
