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Del Monte | The Better Can
Project Type
Integrated Product Launch Campaign
Date
May 2025
The Brief
Launch Del Monte's new range of canned fruit drings across five flavours, creating a fresh visual identity that made the range feel vibrant, youthful and unmistakably fruit-forward.
My Role
I led the visual development and art direction, from AI-assisted concept exploration to model and product shoots. I directed composition, lighting and styling on set, and art-directed a series of product-centric reels, carrying the visual language across still and motion.
The final campaign combined two complementary worlds: people-led imagery built around the playful "The Better Can" typography, and product-led still lifes that paired chilled cans with the fruits behind each flavour.
The result was a flexible visual system that could move between campaign communication, individual flavour stories, digital content and product-focused assets while remaining distinctly Del Monte.
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