Challenge

Ruffles wanted to experiment with a more irreverent visual voice to better resonate with younger audiences on social platforms. The category joke was that traditional CPG visuals felt overly polished and safe.‍

Strategy

As Freelance Art Director I designed a messy, texture-heavy aesthetic to lean into a louder, more rebellious visual personality. The goal was to make content that felt scrappy, fun, and culturally native to how college-age audiences actually interact with snacks and memes online.

Execution

I developed campaign social assets, animation storyboards, and short motion loops with amplified color, raw line work, and exaggerated character energy. The visuals were created to stand out aggressively in fast-scroll environments.

Outcome

• Expanded Ruffles’ visual voice into a more playful youth-space
• Provided a distinct campaign look that contrasted traditional CPG polish
• The campaign achieved a sales increase of 8%, engagement increase of 386%, and 347 million impressions
• Digiday Finalist “Best Branding Consumer Campaign”
• W3 Awards “Social Media – Food and Beverage”