FEED — 10 Years

To commemorate the brand's 10 year anniversary (and 100 million school meals donated), we set out to Mozambique & Madagascar to create a campaign that celebrates the brand's history with a limited-edition collection.

Role– Creative Director

•Owned & paid media
•Digital
•Retail
•Print
•Event

An aerial view of a sandy beach bordered by dense green forest, with turquoise ocean waters on the right side.
A woman in a white shirt sitting outdoors on a ledge with cityscape in the background, carrying a red bag over her shoulder.

We documented the journey of the brand from our founder's perspective and captured the raw beauty of Madagascar and Mozambique.

A small green seedling with variegated leaves growing in brown soil.
A woman with long red hair wearing a white long-sleeve shirt and light-colored pants, carrying a large beige tote bag, walking down a staircase with glass and metal railings, with greenery in the background.
Person wearing striped pants and white sneakers walking on a sidewalk, carrying a large brown tote bag with the word 'FEED' printed on it.
A wooden gate and a sign reading 'Jardin Seculaire' are surrounded by various cacti, including prickly pear and other columnar species, under a blue sky with a few clouds.

100 Million Milestone

We created a short film, narrated by founder Lauren Bush Lauren, that documented the company's 100 million meals-donated milestone.

Back in New York, we officially marked the anniversary with a buzzy dinner in Dumbo. The film was played before the dinner and a largescale "100 Million" green wall was displayed in the space.

A dinner table set for a feeder supper event with a white plate, napkin, and stainless steel fork and knife, decorated with potted succulents, water glasses, a blue candleholder with a lit candle, and a small candle holder. There are brown placemats
Guests seated at tables during a celebration event with a large screen displaying '100 Million Meals 10 Years' in the background, decorated with hanging bunting and warm lighting.
A long banquet table set for a celebration in a decorated venue with string lights, triangular pennant banners, and vertical wooden pillars wrapped in warm yellow lighting. Green plants and illuminated wall decor add to the festive atmosphere.
A woman and an older man are smiling and having a conversation at an outdoor event during the evening. The woman is holding a glass of wine and carrying an orange bag, while the man is dressed in a dark blazer with gold buttons and a light blue shirt
Decorated indoor banquet hall with long wooden tables and chairs, white triangular banners hanging from the ceiling, greenery decorations, candles, and a city view through large windows.
Display board showing the number of meals provided to date, which is 100,287,174.

Photography–Christina Emelie
Videography– Steve Pearson
Event design– Tinsel