MIDDAY | Campaign & Art Direction

MIDDAY was positioned as a habit brand rather than a special-occasion destination.

The campaign language is direct, playful and grounded in the reality of a busy day. Good food, made properly, without turning lunch into a whole performance.

Not the place you save for someday. The place you return to every Tuesday.

Soon a deeper take and look in this personal project. MIDDAY may not be a real sandwich bar yet, but the concept is ready to leave the mockups whenever someone wants to open the doors.

Lunch. Handled.

Amazing work

For my #EnvatoChallenge I made a social reel called People. Every stranger you pass is living a life as full and complicated as your own. You just never get to see it.

That was the whole starting point. You catch a half-second of someone and your brain files them as an extra in your movie, while they're the main character of theirs, with a whole thing going on you'll never know about.

So I tried to make something that sits in that feeling. No story line, but just a reminder that everyone's got one. I used Envato for music, images and videos starting with stock images that I got inspired by and used as references and to expand ideas from those. I believe the main human by design call I had to make was not only the final edit, but prompting for "imperfect" generations. AI is trained to give the perfect image every time, centered angles, equal proportions, bright colors. I tried the complete opposite while still trying to make it look like a complete social reel.

You've done an amazing job.