As CCO of 22Squared, I led creative for Publix: a southern institution known for its over-the-top, Hallmark-style holiday ads. The brand had heart, but it needed a cultural evolution. My job was to make work that everyone could see themselves in.
We opened it up, broadened the stories, and made them more inclusive, modernizing the brand without losing its soul. It gave Publix a foundation to keep telling big, human stories for years to come.
SCOPE: TELEVISION / DIGITAL / OOH