The World is Your Cart

When you’re launching Instacart’s biggest brand campaign ever, you go big.

Partner with Droga5? Check.
Book Lizzo as the talent? Absolutely.
Take over the red carpet at the VMAs? Why not.

The campaign was built on one powerful idea:
When the possibilities are endless, the world is your cart.

While Lizzo owned the broadcast, we brought the brand to life on the ground.

We launched the campaign during the VMAs (where Lizzo was a performer) and pulled off a stunt that introduced the world to Cart Couture, a custom runway moment starring Chloe Fineman in high-fashion grocery garb.

It was playful, unexpected, and completely on brand.
Because when groceries meet glam, you get a cultural moment worth talking about.

Add Life to Cart

At Instacart, I led the development of a unified brand platform—one that served as the foundation for everything: internal studio work, marketing campaigns, product launches, and external partnerships. (See the guidelines that informed the work HERE.)

Before this, the brand was scattered. Messaging overlapped. Teams duplicated efforts. The customer experience lacked clarity.

We changed that.

By aligning every team around a single strategy, we built a brand that showed up with intention and consistency. One that felt cohesive, customer-first, and built to scale—across every touchpoint.

Below are a few spots that feed the funnel based on the brand platform work.