Green Chef’s annual AAPI Heritage Month campaign celebrates Asian and Pacific Islander cuisines through a curated lineup of diverse, culturally inspired recipes each May. I led art direction end-to-end, drawing on my genuine love of Asian cuisine to build a visual world that felt like an authentic tribute, anchored by warm natural elements like rattan, bamboo, and banana leaves and a palette of oranges, greens, and earthy neutrals. The work spanned concept development, photographer direction, and prop styling across email, paid social, and organic content, with visual cohesion across formats as a core creative challenge.
