Something for Everyone

Blue Apron wanted to reintroduce itself to a wider audience — not just as a meal kit, but as a flexible, flavorful solution for all kinds of households and lifestyles. The challenge was to show diversity and relatability without falling into generic stock imagery or overly staged lifestyle setups.

‍

We needed to highlight the people and the food — the real emotional and sensory center of the Blue Apron experience — while keeping the overall visual tone fresh, imaginative, and uncluttered. The concept called for a hybrid of live-action and illustration, with all environments built graphically so the audience’s attention stayed on what really mattered.

Create a visually distinctive brand film that makes space — literally — for the Blue Apron experience to shine. The goal was to present food and people as the only real, grounded elements, with stylized illustrated environments providing tone, context, and cohesion.

‍

This approach allowed us to showcase a wide range of meal types and moments — from solo weeknight dinners to family-style meals — while reinforcing the idea that Blue Apron fits seamlessly into all kinds of lives.

We delivered a mixed-media hero film where real people and plated meals exist inside hand-drawn, animated spaces — kitchens, dining rooms, patios — that subtly shift and evolve with the rhythm of the edit. The illustrated environments brought warmth and playfulness while keeping the spotlight on the human connection and the food itself.

‍

The final piece was a standout in Blue Apron’s “Something for Everyone” campaign — deployed across digital, paid media, and email. It helped the brand tell a broader, more inclusive story, and visually set the campaign apart from typical category advertising.