Dean & DeLuca
ART DIRECTION, PHOTOGRAPHY, design | ALEX FRIEND
CONTENT DIRECTOR | MELISSA ELLIOTT
dean & deluca is an upscale "purveyor of fine foods," with locations all across the world. ca creative was hired to help extend their beautiful visual system into their social feeds by threading community and food stories into our features and photography, including vendor introductions and product origins. completed at ca creative in new york, ny.
we use lifestyle photography to tell the products' stories in a real world context. these photos have been featured on both instagram and facebook. my role consisted of art direction, prop styling, photography, and photo editing.
as a means of connecting our food community to our consumers, we visit local vendors that are sold in dean and deluca stores. we introduce them to our social media audience through a q&a feature, accompanied by photos. my role consists of art direction, photography, and photo editing.
dean & deluca's soho store does a fair amount of event hosting, whether it's recording a live version of the podcast "live at prince st" or celebrating a renowned chef's cookbook release. ca creative is responsible for the social media capture of these events, including running the facebook live feeds that stream out to thousands of people. my role is to capture photography for live instagram posts as well as for later facebook albums.
when it comes to engaging on facebook, we've created an editorial visual language that extends dean & deluca's brand into the social realm. my role is to concept and produce all of the facebook design treatments.