Kraft Heinz requested the team at Fuel to ideate and build some magazine Ads celebrating their industry and retail partners. The idea was simple, use popular Kraft products to demonstrate famous teams - like Ketchup on KD and Peanut butter on toast. Some other ideas we explored were carrots & ranch dip, icing on a cupcake and mustard on a hotdog. Because we didn't have time to shoot or bring in a retoucher to create realistic versions of these ideas, my solution was to edit and comp stock illustration, and play with type to create an original and bold design.
art direction | design