Cinco de Mayo

The project:

One of my first campaigns at Instacart, this project was all about creating an authentic, culturally relevant campaign that highlighted traditional Mexican dishes—and how easy it is to order the ingredients straight from Instacart.

What we did:

I led the branding and art direction for Instacart’s Cinco de Mayo campaign, "Sabor de Familia," crafting a look that was vibrant, relatable, and true to the culture—without leaning on outdated stereotypes.

Working with our in-house photographer, food, set, and wardrobe stylists, we made sure every shot felt genuine and celebratory. I also collaborated with our in-house illustrator to turn key photos into custom illustrations for use in-app, adding an extra creative touch to the campaign.

Results:

This became Instacart’s best-performing culturally focused campaign, setting the bar for thoughtful, authentic representation in our photoshoots. It was such a hit that we kept using it for two more years after the initial launch!