Heinz ‘At Home’ magazine.

THE IDEA  Instead of a usual direct mail piece, the agency developed a database that targeted demographics, their attitudes, product usage, and lifestyle, and produced a high end, seasonal magazine that was full of engaging, personalised content. This was the first time anything like this had been done before.

I was lucky to get this first job straight out of college. Working closely with the senior creative team, I was initially put in charge of the Kidz at Home pullout feature, before moving on to conceptualising special editions and art directing main spreads in the magazine, as well as covering lots of food photography shoots.