The concept and art style for this campaign were influenced by the library photography provided by GoPuff from a client's internal product shoot for website assets. Reviewing the artwork, I noticed a detached series of "ghost hands" that seemingly appeared out of nowhere. Without a timeline or budget to shoot additional products or hands of our own, I got to work retouching and writing lines around the idea that GoPuff is your right-hand man, ready to bring you anything you need, at any moment, always within 30 minutes or less.
GoPuff's vision of being your internet bodega in a city is illustrated by the helpful nature of an anonymous shopkeeper pulling these everyday items from a bottomless pantry stored in your phone.
GoPuff is an app-based delivery service that differentiates itself from others by stocking the most popular dinner, grocery, and happy hour products in the zip code you're ordering from in a storefront within your community. Therefore, often GoPuff knows what products you'll need before you do, and has a fleet of community members at the ready for quick deliveries without any minimum order requirements.
The media placement for this project was purchased by clients before landing an agency of record. This unique restriction required me to create artwork for a sizeable amount of predetermined print and animated subway ad placements. Cohesion was key across static and digital boards as this was the first media buy the brand had purchased in NYC and would serve as a promotional rollout moment for the brand.
Provided photography meant we'd have to alter the cropped artwork and input new product shots to include the required product list via retouching. Clients hit the jackpot when they learned their art director on this project started their career as a high-end product photography retoucher. I created this campaign and additional assets for them to use at the wrap of the creative time of this project.
