Goal
Universal Orlando’s Annual Passholder Bonus Benefits campaign needed food & beverage photography to showcase exclusive offerings and create excitement among Passholders. The objective was to develop visually compelling imagery that highlighted each item in a way that felt premium, and craveable. 

Concept
As Art Director, I led the creative vision for the photoshoot, developing moodboards and visual direction to establish the overall look and feel. Drawing from my background in consumer product and CPG creative, I approached each food item as a product story — focusing on composition, color, texture, lighting, and styling details that would elevate the offering and create a stronger emotional connection with guests.

Result
I guided the creative process from concept development through final asset selection, collaborating with photographers, food stylists, and creative partners to bring the campaign vision to life. The final imagery created a cohesive collection of food & beverage visuals designed to support Annual Passholder marketing across digital and promotional touchpoints, helping transform limited-time offerings into an engaging visual experience.

All work remains the property of Universal Studios. Shared solely as a representation of my creative contribution to this project.