CLIENT: ProFlowers x All Across Africa

ROLE: Art Director + Designer

SITUATION: ProFlowers partnered with AAA (a company that creates thousands of  jobs and connects them to the real and competitive markets across the world resulting in the alleviation of  poverty in Africa.) ProFlowers donated a portion of profits back to women in Africa.

TASK: Concept and direction of photographic assets, creation of digital (site, email and display) and printed assets.

ACTION: I began the project by developing a photo art direction deck to have a standard by which all new photography would look. I worked directly with a photographer in Africa who captured my vision. Secondly, I concept a campaign that would highlight the philanthropic AAA brand as well as tie in ProFlowers supporting them and giving back.

RESULT: Proflowers had a really powerful campaign that resonated with their customers who were looking for beautiful gifts with a “feel good” bonus to them. Products sold out within the first week at a premium price point. This collaboration also positively impacted the AAA charity. Proflowers had purchase over 150K worth of their hand made vases, in turn providing work for hundreds of women in the community.