Creative Director, Designer, Animator, Art Director for photo and video.

My time as Creative Director at F’Real Foods was one of the most creatively rewarding gigs in my career! My work there spanned motion graphics and UI/UX touchscreen interface work used by OVER 50 MILLION CONSUMERS a year, to product packaging, in-store POS, experiential design, and much more.

Part of what makes F’Real so unique, is the combination of a DELICIOUS array of products, combined with cutting edge patented technology and digital media, to create a vibrant and engaging presence in an otherwise crowded retail space.

Scroll down for a closer look at some of the innovations and impactful pixel pushing I directed and designed while at F’Real!

This video demonstrates motion graphics and interface design for various “Attract Loops,” that I directed for the F’Real interactive blending machines. (Many of which, along with my team, I also animated!) The vertically oriented screen has a similar aspect ratio to common smart phones, but the MUCH larger size of the screen gave my animators, designers and I, a RICH and COLORFUL canvas with which to experiment. (It was a huge technology bonus that we were able to wirelessly upload new content, at will, to ANY and ALL blenders WORLD WIDE.)

Also as Creative Director, I headed up all of the retail packaging initiatives. This was no small effort, as we were selling upwards of 50 MILLION cups per year at the time. The “shrink sleeves” that wrapped each cup were meticulously designed to accommodate the warping and distortion that comes with shrink sleeves. All of the sleeves were printed in Asia, and applied at the co-packing partners in the USA.

Part of the streamlining of my design process, was integrating virtual 3D models of the cups and sleeves, and linking those models to new creative concepts that were in development. This allowed us to render concepts, practically in real time, of the product packaging in various contexts. (i.e. in a F’real freezer, in a plan-o-gram, POS assets, etc.)