I was the primary designer and art director for Florida Citrus for four years. On this page, you’ll see a variety of work that I concepted, created and art directed; including but not limited to video editing, animation, a full rebrand, social campaigns, illustration, banner ads, and pretty much anything else you can think of.
ECD: Peter Heid
Copywriter: Clare Davis
Art Direction + Animation: Emily Kurek
“Good Morning” :30
I wrote and directed this spot for Florida Orange Juice, showing that OJ is much more than a breakfast staple. Each part was conducted by myself and my copy partner– from inception to casting to clothing to choosing the production company to shooting on location in Anna Maria, Florida. This spot influenced the next large-scale social campaign for Florida Citrus and is still in rotation on social and streaming services.
I was the art director, video editor and official taste tester for several recipe video shoots touting the nutritional benefits of Florida OJ. These videos aired on paid and organic social as well as Florida Citrus sites, and I also translated them into French and Japanese so they could run in other countries.
(Note: These are pre-rebrand; catch the old logo at the end👀)
In 2019, I worked closely with a global creative team to completely overhaul the look and feel of Florida Citrus. There are four main sub-brands we also gave a much-needed makeover: Florida Orange Juice, Florida Grapefruit, Florida Gift Fruit, and Florida Oranges.
We created a completely new brand look and feel, working closely with the client to create the tagline “The Original Wellness Drink.” Our creative strategy was to move from promoting orange juice as a fun breakfast treat to informing consumers about the nutritional benefits in 100% orange juice.
