CENTRAL MARKET · CAMPAIGN DESIGN

Making Thanksgiving feel like the beautiful mess before dinner.

A seasonal campaign for H-E-B Central Market built around the energy of meal prep: scattered ingredients, flour smudges, food in progress and custom typography designed to live inside the tools of the kitchen.

THE IDEA

Show the making, not just the finished table.

The campaign was focused on bringing the whole family and meal together. Rather than photograph a pristine finished spread, I wanted to capture the middle of the process: ingredients scattered across the counter, flour in the frame and dishes still being made. That in-between moment made the food feel warmer, more tactile and more like an actual Thanksgiving kitchen.

CLIENT

H-E-B Central Market

ROLE

Graphic Designer · Campaign Design · Shoot Coordination

STUDIO

RBMM

THE VISUAL SYSTEM

Typography shaped by the tools of the kitchen.

The Thanksgiving identity had to flex across very different compositions. I created custom typography that could fit into specific cooking moments and utensils, including a baking sheet, oven mitt and cast-iron skillet, so the message felt built into the scene instead of placed on top of it.

PHOTO DIRECTION

Styled to feel mid-process, not picture-perfect.

I coordinated the shoot with photographer Benjamin Gibson and food stylist Paige Fletcher to build food moments that felt active and lived in. The visual language came from prep itself: loose ingredients, imperfect surfaces and dishes caught before the final garnish.

Central Market Thanksgiving campaign execution

DIGITAL EXTENSIONS

The campaign moved beyond the printed piece.

The same visual language extended into social, including animated Instagram Story work. Motion gave the typography and food imagery another way to feel active without changing the campaign’s core look.