Food, Culture & Celebration

A series of campaigns designed to showcase how food brings people together across cultures and seasons — whether celebrating cherished holidays like Easter with friends and family, or honouring cultural traditions through special dishes during Lunar New Year, Diwali, Ramadan, and Vaisakhi.

Each campaign aimed to inspire creative hosting and deepen customer connection to Superstore’s diverse assortment — positioning Superstore as the destination for themed decor, party essentials, confectionary, and fresh food staples.

My Role

• Art direction and design across multi-channel campaigns (social, web, in-store)

• Partnered with Brand Managers and vendors to select featured products that aligned with traditional dishes and seasonal themes

• Styled and curated product groupings for photography, ensuring visual storytelling was both culturally respectful and inspiring

• Concepted and directed stop-motion animations and beauty shots to highlight hero items across key campaigns

• Organized creative themes to ensure clarity and cohesion across platforms

Approach
I developed campaign visuals that celebrated both the emotional and practical side of food — balancing accessible, family-friendly inspiration with visually rich, culturally thoughtful storytelling. Whether it was Easter hosting ideas for all party sizes or highlighting hero ingredients for special dishes across multicultural festivals, the creative emphasized Superstore as a one-stop destination for decor, party supplies, confectionary, and fresh food staples.

The goal was to create inviting, versatile creative that resonated with Superstore’s diverse customer base and reinforced the ease of shopping for every occasion in one place.

Impact
These campaigns strengthened Superstore’s position as not only a grocery destination, but also a cultural and seasonal resource for customers — reinforcing the brand’s commitment to inclusivity, creativity, and community connection through food.