To kick off the year with purpose, I art-directed Good Culture’s “New Year, New You” campaign—a photo and video shoot designed to inspire and connect with three core audiences: active lifestyle enthusiasts, busy on-the-go individuals, and health-conscious foodies. The visuals spotlighted Good Culture’s key selling points: clean label ingredients, high protein, and nothing artificial. Bright, airy lighting in a relatable home setting created an inviting atmosphere, while vibrant pops of color from real fruits, veggies, and an array of healthy, delicious foods featuring cottage cheese emphasized how effortless and enjoyable Good Culture makes healthy habits.