This collaboration between Approve and Heinz took place in January 2021 to design a complete collection of red fashion clothing. The goal was to promote Heinz’s ketchup sauce and its natural ingredients through an authentic streetwear style. As part of this project, I created the campaign’s narrative and visual communication, including a fashion editorial, storytelling, and printed catalog.
The campaign was built around two main settings - a farm where tomatoes are grown and a burger restaurant where the ketchup sauce is consumed. The red aesthetic and narrative elements were used to connect both settings, the behavior of the fashion models, and the production process.
To enhance the scenic composition for the campaign, I designed a red burger box and placemats that featured the logos of Approve and Heinz. This helped showcase the brand collaboration and provided a personalized experience for the audience. Additionally, I completed the layout for a printed magazine, which featured content about the latest fashion collection, in just two days. These samples were sent in the press kit to various digital influencers and celebrities.
Roles: art direction, creative assistant, lighting, photography direction, photography, retouching, color adjustments, graphic design.
The collaboration between Approve and Heinz started in January of 2021, developing an entire collection of red fashion clothes. The central concept was to promote the ketchup sauce and its naturality, which is made by Heinz, with authenticity and streetwear style. My role in that project was to construct the narrative and the campaign's visual communication, creating the fashion editorial, the storytelling, and the printed catalog. It was built from two points of view, starting at the farm, where tomatoes are planted, and a burger restaurant, where the ketchup sauce is consumed. The red aesthetic and the narrative connected both scenarios, the fashion models’ behavior, and the complex production.
text by: Isabela Andia
