While working as a Creative and Art Director at Bright Signals, we worked with Baxters on a TV and digital campaign to raise awareness of their pickled products.

We personified the jars, giving them vibrant, fun, and lighthearted character to highlight the idea that pickles can make any dish, no matter how simple or “boring”, ten times better. The whole premise was that pickles elevate a meal; they are the character that brings vibrancy, energy, and personality to the plate. The art direction, therefore, needed to be colourful and vibrant, contrasting simple, “boring” meals with the energy and vibrancy of the pickles, which we achieved through a simple shift in background, tone, and overall visual treatment.