"It's Summer" Broadcast Spot for Whole Foods Market
For Whole Foods Market’s annual summer campaign, I concepted and art-directed a 30-second broadcast commercial built around the idea of the sun as a symbol of abundance and seasonal energy. Everyday summer products — from citrus and sparkling water to picnic favorites — were arranged and animated as radiant suns, visually linking Whole Foods’ offerings to the warmth and vibrancy of the season.
My Role
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Concept development (chosen from multiple internal pitches)
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Art direction and motion design
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Storyboarding and visual exploration
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Animation in After Effects and compositing
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Collaboration with copy and production teams
Creative Approach
The creative direction centered on light and motion. Each product “sun” evolved through playful transitions — rotating lemon slices, glimmering drink cans, and lens flares that radiated outward — connecting scenes through warm, natural hues and circular compositions. The goal was to evoke the joy of summer gatherings while maintaining Whole Foods’ premium, organic aesthetic.
Results / Impact
The “Summer Sun” concept was selected as the final direction for broadcast, representing Whole Foods’ national summer campaign. The spot ran across digital and in-store displays, reinforcing the brand’s seasonal storytelling.