LEAD WITH APPETITE
Food photography and recognizable dining moments do the emotional work before the offer asks for attention.
CLIENT WORK / SOCIAL CAMPAIGN / CONTENT / MOTION
HUNGERPASS
Social campaign design that made dining deals timely and appetizing enough to share.READ THE STORY ↓
DISCIPLINECLIENT WORK / SOCIAL CAMPAIGN / CONTENT / MOTION
ROLEGRAPHIC + MARKETING DESIGN / COPY / MOTION / WEB
PROJECT TYPEREAL CLIENT WORK / 2018–2019
PATHCULTURAL MOMENT → SOCIAL DISCOVERY → OFFER → RESTAURANT
WHERE I STARTED
A discount still has to earn attention.
HungerPass offered New Yorkers a better deal on dinner. My job was to make that useful fact worth stopping for in a crowded feed. I built campaigns around moments people already recognized, including Halloween and food holidays. The offer needed to stay clear, and the restaurant needed to look like somewhere you wanted to go.
THE CHOICE
“Make the savings feel like a timely social discovery.”
WORKING THROUGH IT
Keep the restaurant in the picture.
MAKE CULTURE THE HOOK
Holidays and food days give the brand a reason to join the conversation, with seasonal dining habits guiding the timing.
TURN VALUE INTO A STORY
Make the offer easy to read while keeping the restaurant somewhere you want to spend the evening.
SHARE THE SPOTLIGHT
Keep each partner’s food visible within the HungerPass layout. A diner needs to recognize the venue as well as the offer.
THE VISUAL LANGUAGE
A campaign made for the moment.
The Halloween stories use compact illustration and copy for a repeatable seasonal series. National Cotton Candy Day takes a brighter, interactive approach that asks people to participate. Both are original client-work artifacts.
APPLICATION
Value without looking cheap.
“Better Bang for Your Buck” paired food photography with a direct message about budget. It spoke to students and young diners. For partner features, I changed the image and offer around the individual restaurant.
CONTENT IN MOTION
Designed to move through the feed.
The delivered work included GIFs and animated social content, plus a promotional Facebook cover. The motion moved quickly from the occasion to the headline, then the food or offer, closing on a recognizable HungerPass frame.
DELIVERED CLIENT WORK / SOCIAL MOTIONBUILT TO
BUILT TO
STOP THE
SCROLL.
The original posts used food photography and short copy around recognizable occasions. Animated versions brought the offer into the frame quickly.
FACEBOOK / INSTAGRAM / STORIES / GIFS
HungerPass•••
01 / 03HALLOWEEN STORY SERIES
A Halloween story puts the dining offer in the feed.
02 / 03COTTON CANDY DAY
A Cotton Candy Day prompt invites people to take part.
03 / 03BETTER BANG FOR YOUR BUCK
Value is framed as access, never compromise.
♡◯⌁
SOCIAL ART DIRECTION
Modular compositions carried one campaign idea through posts and stories, with versions for partner features.
COPYWRITING
Short, conversational lines put savings into a cultural context.
MOTION + GIFS
Short animated sequences brought movement to the Facebook and Instagram posts.
PHOTO EDITING
I adjusted stock and partner images to sit more consistently within the social layouts.
PARTNER PROMOTION
Restaurant-specific formats balanced HungerPass recognition with the venue’s own food and offer.
WEB SUPPORT
Selected website design work helped carry the same voice beyond the social channels.
CONCEPTUAL / NOT PART OF THE ORIGINAL CLIENT DELIVERYSELF-INITIATED EXPANSION
THE NEXT CHAPTER
From social feed
to dining habit.
The client work introduced dining offers through social posts. These later concepts ask what happens after someone saves one. A diner needs a way to use it, and a restaurant needs control over the offer it has published.
PRODUCT / MOBILE DISCOVERYTHE DEAL
MEETS YOU
IN THE MOMENT.
MEETS YOU
IN THE MOMENT.
A location-aware feed shows where to go and what it costs, with a reason to book tonight.
Don’t just
show the deal.
Build the ritual.
The social post starts the visit. A saved offer or stamped route lets a diner carry that discovery into the restaurant. Those objects would also give the next visit a place to begin.
ONE BEHAVIOR / MANY EXPRESSIONS
THE SYSTEM IN THE CITYTHE DEAL IS
ONLY THE BEGINNING.
ONLY THE BEGINNING.
A campus stop can introduce an offer. A hosted tasting gives someone a reason to try the restaurant. Return rewards would need a simple way to recognize the next visit.
HOW THE IDEAS CONNECT
Give diners a reason to return.
The ideas start with the same dining offer but solve different parts of the visit. The feed helps you find it. A stamp records the return, while the partner dashboard lets the restaurant update what is available.
TONIGHT UNDER $25
A personalized deal feed shaped by location, time, appetite, and budget.
↗OFF-PEAK CLUB
Restaurants could publish a limited offer during a quiet hour. The feed would show diners when it expires.
↗NEIGHBORHOOD PASSPORT
Diners collect stamps across local partners to earn a progressive reward.
↗PARTNER PULSE
A lightweight dashboard lets restaurants publish offers and see when they perform.
↗CAMPUS TABLE
Ambassadors bring people to tasting nights, with referral codes giving diners a reason to invite friends.
↗CREATOR SUPPER CLUB
Local creators host limited-seat meals that produce content and first-party signups.
↗FUTURE CUSTOMER JOURNEY01DISCOVER 02CLAIM 03DINE 04SHARE 05RETURN
A timely social post or local prompt.
A clear offer saved to the pass.
A frictionless check-in at the restaurant.
A story template turns the meal into proof.
A stamp records a return visit. Referral offers give diners something to share with a friend.
WHAT I DELIVERED
The delivered work, then a possible next step.
The original campaigns gave HungerPass a repeatable social format, with motion and copy that could change with the occasion. The later product and neighborhood ideas are my proposed extensions. They explore how a saved offer could lead to a return visit. They were not part of the original client delivery.