Ripple Fries

As the art director and lead designer for Sweetgreen’s Ripple Fries launch, I led the creative vision and execution across all marketing touchpoints, including digital, social, out of home, and in store. The campaign introduced Sweetgreen’s first ever crinkle cut fries, positioning them as a bold reimagining of a familiar fast food staple.

Our creative approach focused on redefining what fries could be. We leaned into confident, high impact visuals and smart, playful comparisons that challenged traditional fast food norms while reinforcing Sweetgreen’s commitment to quality ingredients and thoughtful sourcing. The work framed Ripple Fries not as an indulgence, but as a more intentional take on a classic, designed to spark curiosity, conversation, and trial.

The campaign drove significant momentum at launch, generating widespread buzz and earning over 5 million impressions across Sweetgreen’s social platforms. It also became a standout brand moment for Sweetgreen, culminating in winning Brand Print and Out of Home of the Year at Ad Age’s 2025 Breakout Brand Work Awards.

This project exemplifies my approach to brand building through clarity, craft, and cultural relevance, creating work that resonates visually, strategically, and emotionally.