Fishwife
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She's a catch
FISHWIFE IS A NEW FEMALE-FOUNDED AND LED FOOD COMPANY THAT AIMS TO MAKE ETHICALLY SOURCED, PREMIUM, AND DELICIOUS TINNED SEAFOOD A STAPLE IN EVERY CUPBOARD. THE ADVERTISEMENT CAMPAIGN CENTERS ON THE BIG IDEA: POSITIONING FISHWIFE AS "THE ONE" CONSUMERS HAVE BEEN SEARCHING FOR. THIS RELATIONSHIP METAPHOR ELEVATES THE PRODUCT FROM A SIMPLE PROVISION TO AN ASPIRATIONAL PARTNER. THE CONCEPT AND TAGLINE PRESENTED IN THIS CASE STUDY WERE DEVELOPED AS PART OF A TEAM CLASS FINAL PROJECT. I REDESIGNED AND EXECUTED ALL DECKS AND CREATIVE EXECUTION DEMONSTRATIONS.
Timeline
2023
Deliverables
Creative Brief Out of Home Ad Print Ad Digital Ad Storyboard
Role
BRAND & CREATIVE STRATEGY
Type
Personal Project
Out of Home Ad
A high-impact billboard displaying an open tin adorned with a diamond ring against Fishwife's signature background, delivering maximum visibility with minimal copy: "She's a Catch."
Digital Ad StoryBoard
This cinematic 30-second spot subverts luxury advertising tropes by featuring a groom delivering an emotional, high-stakes wedding monologue to a "partner" who is rich, complex, and salty. The dramatic tension culminates in a humorous reveal: the object of his affection is a beautifully staged tin of Fishwife. This narrative reinforces the "She’s a Catch" campaign by framing the product as an aspirational partner worth committing to.