Leading mushroom brand DIRTEA set out to launch their new gummies with the ambition of positioning them as best in class for younger, lifestyle-driven audiences. I led the creative and art direction for a social-first campaign centred on the bold, ownable line “Mushroom that gives you the feels.” Each gummy’s benefit — energy, calm, focus, beauty — was brought to life through vibrant, sensory-led visuals and playful, emotionally charged worlds designed to connect and cut through. From collaborating on the strapline to shaping the visual and emotional tone, I directed the look and feel across video and photography. I developed detailed shot lists, approved and selected props and locations, guided talent casting and crafted tailored briefs. I worked closely with the photographer, videographer, editor and wider team to ensure creative alignment and deliver a campaign that felt cohesive, elevated and true to the product’s promise.