MOTION DESIGN | CREATIVE DIRECTION | ADVERTISING
Pandemic Pivot: Launching $10M in DTC Sales from Scratch
In the earliest days of the COVID-19 pandemic, I was tasked with launching Farmer’s Fridge’s first-ever digital marketing program to support a brand-new direct-to-consumer delivery service. Working solo, I created hundreds of static and motion ads from scratch—helping grow the channel into a $10M revenue stream and keeping the business afloat during one of its most uncertain chapters.
COMPANY
Farmer’s Fridge
YEAR
2020-2021
SKILLS
Brand strategy, motion design, paid media creative, digital marketing, UX/UI
SOFTWARE USED
Photoshop, Illustrator, Premiere, After Effects, Figma
CHALLENGE
In March 2020, I was hired at Farmer’s Fridge to help scale creative marketing. Days before my official start date, the pandemic hit. Airports, offices, universities—nearly every location we relied on for revenue—shut down. The company needed to pivot immediately to survive.
The new lifeline? A direct-to-home delivery program. And with no prior digital ad history, no motion pipeline, and no creative team built for this kind of work, I was tasked—solo—with building the visual system, campaign creative, and digital assets to support an entirely new DTC channel.
SOLUTION
I got to work quickly, diving headfirst into the world of motion design (a skill I wasn’t initially hired for) to produce a high volume of fast-turn, high-performing creative.
I built hundreds of static and motion ad units from scratch across Instagram, Facebook, Pinterest, email, SMS, and push.
Developed a visual framework and toolkit optimized for speed, clarity, and performance—while staying true to the brand’s warmth and optimism.
Iterated constantly, testing visuals, headlines, and placements in real time to fuel rapid growth of our fledgling DTC program.
Delivered every asset myself—from concept to final export—while collaborating with growth marketers on strategy and targeting.
OUTCOME
The DTC channel grew from zero to $10M+ in revenue, becoming a critical pillar of the business.
We scaled from zero digital ads to hundreds of unique creatives, establishing a high-functioning in-house ad pipeline.
Learned and implemented motion design on the fly, delivering ad creative that was flexible, on-brand, and impactful.
Helped save the company during one of the most uncertain business climates in recent history.
REFLECTION
This was a trial by fire—learning new tools, adapting to unknowns, and designing with urgency. But it became one of the most creatively fulfilling chapters of my career. It proved to me how adaptable I am, how much I love solving problems under pressure, and how effective design can be when it’s grounded in purpose and executed with speed.
