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As the Art Director and Graphic Designer for the California Avocado Commission for the Foodservice Trade Audience, the 2016-17 Ad Campaign was all California! The Message, “INSIST ON CALIFORNIA, utilizes California-centered headlines, mouth-watering "prepping" photography and appealing recipes for the cooking audience. Our audience consist of Chefs for chain and white tablecloth restaurants and college and hospital cafeterias. California Avocados are a premium product: higher priced and only available at special times during the year. Their competition is a lower quality product but available year-round. Positioning them as the only premium avocado choice for fresh California Avocados- sets them apart. The California styled headlines and copy added to the creative positioning. I propped photo directed and produced the Ads. The Ads ran in National Publications such as Plate Magazine and Restaurant Business to name a few.


 

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CATEGORY  Print 
CAPABILITIES  Art and Photo direction, layout, color, typography, Photo propping

California Rocks 

Avocado Shrimp Ceviche
 

California Rolls 

Avocado California Roll Sushi
 

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CATEGORY  Print and Collateral. Toolkit for Chefs, Handling Guide for Grocers and a Retractable Tradeshow banner
CAPABILITIES  Art and Photo direction, layout, color, typography, Photo propping

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California Shakin'

Avocado Steak Mini Tostadas
 

California Roll

Avocado California Roll Sushi
 

California  Rocks
Avocado Shrimp Salsa

 

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