Whole Foods — Conceptual Campaign
A conceptual campaign celebrating imperfection as character. Inspired by the idea of Whole Foods’ introduction of imperfect produce, the work challenges the polished visual language of food advertising in favor of honesty, personality,
and individuality.
Imperfect as Character
The creative direction emerged from studying imperfect fruits — their irregular shapes, textures, and quirks. Removed from traditional advertising context, these imperfections began to feel expressive and almost human. Rather than disguising irregularity, the work amplifies it, allowing each fruit or vegetable to function as a character with its own personality.
Artist Collaboration
& Impact
As an extension of the campaign, a conceptual collaboration was proposed with Urs Fischer, drawing inspiration from his use of everyday objects to explore identity, consumption, and transformation. The collaboration imagines oversized imperfect fruits positioned as sculptural interventions — playful, surreal, and quietly subversive — reframing imperfection as both subject and symbol, with 100% of proceeds supporting programs for underserved communities and transforming consumption into a vehicle for creative and social impact.
