Lesser Evil
Art Director & Photo Editor
As the Art Director and Photo Editor behind this "Lesser Evil" campaign, I wanted to go deeper than a healthy snack message, I wanted to reveal honesty, transparency, and lighthearted confidence. The brand celebrates clean, wholesome ingredients and I believed the campaign visuals should do the same.
To bring that idea to life, I designed a striking ripped‑paper visual like the brand is literally peeling back pretenses, showing there's “nothing to hide.” That visual metaphor became the focus of the campaign, shown across web banners, billboards, and magazine ads. My process was a balance of thoughtful symbolism and pragmatic design: each element like the tear’s texture, the crisp balance between reveal and conceal, the lighting of the product was crafted to reflect the brand’s playful but wholesome spirit. The result is a unified visual story that feels candid, energetic, and true to the brand voice.