Gritzy | Social Media + OOH Animations

Role: Creative & Performance Marketing Designer Company: Gritzy The Challenge

Gritzy is a Southern food brand built around a simple idea: bringing Southern hospitality to every modern table.

For the brand launch, the creative needed to capture the warmth, comfort, and familiarity of Southern food while still feeling fresh enough to resonate with a modern social audience.

I helped translate that positioning into a cohesive visual system across organic social, paid advertising, motion, Canva templates, and OOH.

I developed creative across the full launch ecosystem, from everyday social content to paid performance ads and a Times Square billboard activation.

Organic social

Meta paid advertising

Performance creative

Canva template systems

Motion & animation

OOH billboard creative

Launch campaign assets

The visual direction was rooted in Southern hospitality, comfort, gathering, and food made to be shared.

Rather than leaning into a traditional or overly rustic Southern aesthetic, I explored how to make those familiar elements feel contemporary and social-first.

The creative language incorporated:

Warm food moments Comforting textures and close-up product photography

Southern-inspired visual cues Farmhouse textures, natural materials, handwritten moments, and nostalgic food references

Modern typography Bold headlines and playful layouts that kept the brand feeling current

Gathering & hospitality Creative centered around the idea that good food brings people together

The goal was to make Gritzy feel like Southern comfort food that belongs in today's kitchen.

I created organic social content designed to introduce the brand, build personality, and educate audiences around Gritzy's product and mission.

Content explored:

Southern sayings and storytelling

Recipes and serving ideas

Product education

Brand personality

Founder story

Launch anticipation

Food and lifestyle moments

I translated the brand's Southern hospitality concept into Meta performance advertising, creating multiple creative directions and variations for different audience and campaign objectives.

I focused on balancing:

This allowed the paid creative to feel like an extension of the brand rather than disconnected advertising.

I also developed a reusable Canva template system to make Gritzy's social presence easier to scale.

Templates established consistent:

Typography

Layouts

Brand colors

Image treatments

Recipe formats

Educational posts

Promotional content

Storytelling formats

The system gave the brand a flexible framework for creating future content while maintaining the visual language established during launch.

I brought the same Southern-inspired creative direction into motion and out-of-home advertising.

I designed animated Coming Soon and launch billboard concepts that transformed Gritzy's visual identity into high-impact digital motion.

The campaign was ultimately featured in Times Square, taking the brand from social feeds to one of the world's most recognizable advertising environments.

I also created a Live OOH that is set to launch in Times Square again.

I helped create a cohesive launch system that allowed Gritzy to show up consistently across organic social, paid media, motion, templates, and OOH.

The creative translated the brand's core idea of Southern hospitality into a modern visual language that could work everywhere from a phone screen to a Times Square billboard.