Publix Back to School 2022
If you live in the Southeast US, there's a tiny chance you saw this spot during the Summer of 2022 as parents and kids were getting ready to go back to school. I feel so grateful to have played a part in the creation and execution of this story. Publix TV spots are known to be touching and heartfelt, and although back to school is not the most emotional occasion, we knew it was important and meaningful for kids and parents to feel seen and understood. 
One of the most important goals for me while coming up with this concept was representing a realistic family scenario and portraying a family that we don't typically see represented in the media. One of the most rewarding parts of this project was getting to witness how well-received and loved this spot was by the families we were trying to reach.
The idea for the note-trading came from a news article I read, about a dad who wrote his daughter a school lunch note every day. As an art director on this project, I contributed to writing the story and worked directly with our amazing director to define the style and aesthetic of our set and wardrobe, atmosphere and casting. From the planning to the execution and finally seeing it in the wild, I'm so 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, I really wanted to make the entire campaign connect 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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