Role: Conceptual Designer, Print Designer

Channels: Print (Magazine Ads)

The Challenge: The brief was to create a magazine advertisement for the bank holiday weekend targeting busy families. The creative needed to align with the core Ocado "Everything" visual identity while capturing the attention of parents during a chaotic, high-traffic holiday period.

Outcome: I partnered closely with a copywriter to develop a playful "Expectation vs. Reality" concept.

To make this concept feel genuinely visceral and relatable, we chose to push the boundaries of the established brand guidelines. I introduced an authentic, hand-drawn element by having the copywriter’s toddler scribble directly over the polished creative. This unexpected design choice perfectly captured the beautiful chaos of family life, ensuring the ad felt distinct, emotionally resonant, and impossible for our target audience to ignore.