INDUSTRY:
MARKETING
CLIENT:
ELVTR
YEAR:
2025
EXPERIENCE:
ART DIRECTION & COPYWRITING
TAZO Delights
about.
Tazo Delights was the cornerstone project for my Creative Advertising certification course, where I took on the dual role of art director and copywriter for the entire campaign from concept to execution. The brief was ambitious: reintroduce four of Tazo's best-selling, newly regeneratively-made tea blends to a premium audience in an oversaturated beverage market, while simultaneously communicating the brand's commitment to sustainability without sounding preachy about it.
The result was Silly Little Luxuries, a full integrated campaign built around a sub-brand I developed called Tazo Delights. The concept leaned into something deeply human: the fact that most of us know the planet needs saving and feel powerless to do much about it. So we make jokes, run our errands, and treat ourselves anyway. Tazo Delights said: that's okay. Your silly little treat might just be the silliest little thing that actually works.
The campaign spanned print, out-of-home, podcast advertising, social media, a brand partnership with Nothing Bundt Cakes, and a full visual identity system including custom typography, a dreamy pastel color palette, and an AI-assisted surreal imagery direction that brought the candy-land world of Tazo Delights to life.
challenge.
The core tension of this project was threading a needle that many brands fumble: how do you talk about environmental impact without making your audience feel guilty for enjoying themselves? Sustainability messaging in consumer advertising often comes across as self-righteous, and premium tea drinkers are savvy enough to see through it immediately.
As both the art director and copywriter, I had to build a campaign where the visual world and the written voice were completely unified and working toward the same emotional goal. The aesthetic had to feel indulgent, whimsical, and a little surreal, while the copy had to be self-aware, a little cheeky, and genuinely funny without undercutting the brand's real values.
I also had to develop a coherent sub-brand identity from scratch, including logo, typography system, color palette, and a visual language built largely around AI-generated imagery that I art directed and refined through iterative prompting until it consistently captured the right dreamlike, candy-land aesthetic. Every touchpoint, from a bus shelter poster to a podcast script, had to feel like it came from the same imaginative universe.
result.
The Silly Little Luxuries campaign came together as a fully realized, multi-channel creative platform that I'm genuinely proud of. The Tazo Delights sub-brand identity held up across every format: outdoor advertising, magazine print, podcast audio, social media content strategy, and a storyboarded video campaign, all with a consistent voice and visual world.
The campaign demonstrated my ability to think at the level of a creative director while executing at the level of a hands-on maker. Developing the strategy, writing every word of copy, building the visual system, and art directing the imagery as a solo effort required the same kind of full-stack creative thinking I bring to every project I lead professionally.
It also became one of the clearest examples in my portfolio of how I approach AI as a creative tool. The surreal, pastel imagery that defines Tazo Delights was generated through deliberate, art-directed prompting, not a shortcut, but an extension of the creative vision I had built from the brief up.
