Brand story
VIDEO
Photography
How do you turn the story behind an ingredient into something you can almost taste?
Tesco Finest is built around quality, provenance and the craft behind its ingredients. The opportunity was to take those stories beyond the supermarket shelf and bring them to life through premium food content.
I art directed Only the Finest, a multi-format campaign combining chef-led films, food photography, recipes, print and immersive digital experiences.
Working with leading culinary talent, we put individual ingredients at the centre of each story - exploring where they came from, what made them special and, ultimately, what could be created with them.
The Challenge
Premium food is about more than how something looks. Its value lies in provenance, ingredients, expertise and the care that goes into creating it.
The challenge was to communicate those qualities in a way that felt aspirational without becoming inaccessible.
Creatively, I needed to establish a visual approach that elevated Tesco Finest while still allowing the food, chefs and individual ingredient stories to feel authentic — and one that could translate consistently across film, photography, digital and print.
The Strategy
I centred the creative around ingredient, provenance and expertise.
Rather than simply presenting finished dishes, each story explored the ingredients behind them through the perspective of respected culinary voices including Jean-Christophe Novelli, José Pizarro, Ravinder Bhogal and Shelina Permalloo.
Across two video series and six recipes, the food became the hero — combining origin, technique and personal perspective to demonstrate what made Tesco Finest ingredients worth choosing.
My Role
As Art Director, I led the visual direction across film, photography, digital and print, shaping a premium aesthetic that could connect every part of the campaign.
I worked closely with chefs, directors, producers, videographers, photographers and food stylists throughout production, directing how ingredients and finished dishes were presented and ensuring every execution retained the quality associated with Tesco Finest.
I also art directed the stills photography for Woman & Home print supplements and led the visual approach for the campaign's interactive digital experiences.
My responsibilities included:
Creative and visual direction.
Video and photography art direction.
Food and ingredient storytelling.
Working with chefs and culinary talent.
Collaboration with directors, photographers and food stylists.
Print and editorial art direction.
Interactive digital experience design.
Maintaining a consistent premium aesthetic across the campaign.
