COCK+TAIL Pad Thai National Campaign

This national campaign is running from October 2019 to April 2020. As the concept designer, I considered how the campaign products were all connected with the same element of decadence and richness, marketed mainly outdoors during the cold winter months. I thereby wanted to enhance the inviting warmth of the hearty dishes by painting in their key ingredients with vibrant, complex colours to emulate the friendly, human quality in hand-crafted visuals. In order to balance the extravagance, I paired the background elements with geometric, simple design elements to lend a lighter touch without losing the essential lavish tones. The aesthetic choices combine to create a whole design where the typography and product photography are the primary focus, supplemented by elements that are also eye-catching and unique in their own right.