In 2022, Instacart launched the personalized Carts feature: a fresh in-app shopping experience allowing users to explore and purchase items from custom carts curated by celebrities, retailers, brands, and influencers. To introduce this feature effectively, we recognized the need for a substantial rollout, and what better way to achieve this than by partnering with one of the year's biggest stars, Lizzo? The multichannel campaign began with a bang: a minute long spot which debuted during the 2022 MTV Video Music Awards (“VMAs”) following Lizzo’s performance. The success of this multi-million dollar, high-visibility gamble was crucial for Instacart to cement its refreshed logo and brand identity (created in partnership with Wolff Olins) with a major celebrity endorsement.

As the Lead Marketing Designer, I led the charge on all the creative visuals across paid marketing channels from Meta to TikTok, as well as refreshing creative in the App Store and Google Play to create a seamless user journey from ad to app. My mission was to keep our look consistent across the board and in sync with the big-picture strategy and style of the Carts campaign.