Customer First Promise

This concept explores why a variety of jobs throughout the stores matter. We gathered footage of various associates throughout the day, then interviewed them about why they did what they did. Each associate interviewed gave their own unique explanation of the meaning behind their jobs. Each associate then told his/her detailed story in his/her own :30 spot. The visuals focus on specifics that take place in every store and we see the attention to detail, coupled with interviews where we see obvious pride and a real concern for the customer.

Role: Concept Development

Flippin’ for Fuel Points

This spot portrays redeeming points as a cause to celebrate… Based on videos of people celebrating and one person really doing a flip at the pumps.

Role: Art Direction

Cubicle

This concept highlights the idea that The Little Clinic is an easy, go-to solution for when you’re not feeling well. We replace “Bless You” and “Gesundheit” with “The Little Clinic” - to show you care.

Role: Art Direction

Knowing you better

Working through the holidays and a tight deadline, writer Dan Fazio and I were asked to come up with several different concepts that would serve as a working business theme throughout the year.
In this chosen concept, music begins… we see a frames of associates and customers flying into frame, some speak to us, others are still. The camera then pulls back to reveal many thousands of images of associates, customers and products… all of which collectively form a Kroger logo. This theme recognizes the importance of each associate, customer and product to Kroger’s overall success.

Role: Concept Development + Art Direction + Editorial