As part of Fresh Direct’s GO FORTH campaign, Darryl was responsible for conceptualizing and directing the creative for their first ever set of TV commercials.
The strategy was simple – food is part of our day and for the busy city-dweller, so is Fresh Direct. So rather than making a spot about food, we made a series of commercials about the morning routines of healthy millennials. Fresh Direct became a part of their story.
As part of a challenging three day shoot – we shot on two locations and an additional studio day for food and product. On the studio food day, Darryl collaborated with food stylist, Liza Jernow to make simple ingredients look absolutely spectacular on camera. He also directed all editorial and finishing, which influenced the look and feel from concept through completion.