While working at Fact & Fiction, I concepted and executed a series of organic social media campaigns for Lucky’s Market, an organic grocer known for its playful, community-driven brand voice.
The first campaign was created for National Granola Day, with the goal of celebrating the product in a way that felt true to Lucky’s—organic, handmade, and delightfully imperfect. The creative leaned into raw textures, playful compositions, and an intentionally unpolished aesthetic to make the content feel authentic rather than overly produced. All assets were designed to live seamlessly across all marketing channels, reinforcing brand consistency while maintaining a light, approachable tone.
The second campaign took a more culturally driven approach, inspired by the rapid rise of Tinder in 2017. To spotlight Lucky’s robust prepared foods section, I concepted a humorous animation that mimicked the familiar swipe experience—allowing users to “match” with prepared food items available at their local Lucky’s Market to decide what they’d eat for lunch or dinner.
By tapping into a trending app mechanic and applying it to grocery shopping, the campaign made everyday food decisions feel entertaining, relatable, and highly shareable—while reinforcing Lucky’s personality as fun, current, and not afraid to be a little weird in the best way.
These projects highlight my ability to translate cultural moments into brand-relevant social concepts, create organic-first content that feels native to the platform, and deliver creative that resonates across multiple channels.
