It was a pleasure collaborating with Director Raul Fernandez on this comedic commercial, developed specifically for the Spanish market.

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Following a major script rework, we successfully pivoted the creative direction to a fun, playful variety show style. This concept was designed to immediately connect with customers of the worldwide grocery store, ALDI, by channeling the high-energy vibe of classic hosts like Don Francisco.

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What appears to be a simple set design was actually quite a logistical challenge. My art direction was an homage to The Price is Right, focusing the entire visual language around the brand’s core voice of low price and great value. I really pushed for a vintage game show aesthetic—as colorful and high-energy as ALDI itself. This required meticulous planning where every single fruit and vegetable was given a major, starring role and perfectly integrated into the set structure.

Art direction - Carl Dove