Publix Back to School 2022
In 2022, Jimena worked on the concept and art direction of one of her favorite projects to date. One of the most important goals for her while coming up with this concept was representing a realistic family scenario and portraying a family that is not typically represented in the media. Getting to witness how well-received and loved this spot was by the very families that inspired it was the most rewarding part of creating this video.
The idea for the note-trading came from a news article Jimena read, about a dad who wrote his daughter a school lunch note every day. As an art director on this project, she contributed to writing the story and worked directly with the amazing director, Kevin O'Brien, to define the style and aesthetic of the set and wardrobe, atmosphere and casting. From the planning to the execution and finally seeing it in the wild, Jimena feels lucky to have collaborated with so many talented, good people to tell this story.
Director: Kevin O'Brien
Art Director: Jimena Lopez
Copywriter: Lindsay Fraser
Producer: Virginia Celoria
Creative Directors: Matt Ruecker + Emily Woodrow
This campaign also included print and digital channels. Even though most channels were heavily product-focused, the entire campaign felt connected to the overarching theme of the video component. Realistic lunch notes can be seen throughout print, digital and social.

(Shown above: concept mockups & shot list inspo)

Final Photography above (and below)

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