Dollar General strives to be America’s general store by providing quality products at affordable prices. As a designer and art director, it is my responsibility to concept and design overarching campaigns that surprise and delight the customer while keeping affordability and accessibility top of mind.

Dollar General

Product Launch Photography Direction

Dog food ingredients arranged around a bag of Nature's Menu chicken and brown rice recipe, including chicken pieces, blueberries, carrots, apples, eggs, rice, oats, and leafy greens.
Dry cat food spilling from a bag, with various colorful ingredients including peas, chicken, carrots, blueberries, and grains falling into a black bowl.
Dog food bag labeled 'Nature's Menu' with chicken and brown rice recipe surrounded by fresh carrots, blueberries, apples, eggs, chicken breasts, spinach, and a bowl of dry dog food.

2024 Holiday Toy Book (click to view full digital book). Ideation, art direction and design.

holiday 2024 toy book spread with lego boxes on a red background and lego boxes on a green background with products on white underneath

DG Delivery 360 Campaign art direction, design, and video storyboards

Flyer advertising Dollar General's grocery delivery service with steps to order online, promoting app download, weekly deals, and discounts on snacks and household items, featuring the store's logo and product images.
Flyer for Dollar General promoting free delivery for first online order, download the myDG app, and special deals on beverages, laundry detergent, and snacks.
Yellow background with black text and graphics promoting free delivery on first order. Illustration of a shopping bag with 'DG DELIVERY' written inside, and a black button with yellow text 'ORDER NOW'.
Yellow advertisement banner promoting free delivery on first order with MYDG, with bold black text and a black button that says 'Order Now'.
An online advertisement for free delivery from Dollar General with the first order, featuring a yellow background with black text and logo on the left, and an image of a yellow Dollar General bag filled with household supplies and snacks outside a house on the right.

New store, renovated store, and relocated store postcards (six in total). Photography direction, styling, and design.

Fruits and vegetables arranged around the text 'DG Market Now Open in Your Neighborhood' on a white background, including pineapple, apple, orange, green grapes, cherry, strawberry, avocado, lemon, tomato, carrots, green bell pepper, blueberries, and chicken breast.
Advertisement for DG Market grand opening with details about savings, gift cards, reusable bags, store opening time starting at 8 am, and sign-up information with a QR code.

Photography Direction + Styling

Kitchen counter with a vase of red flowers, decorative containers, bowls, a cutting board, apples in a wire basket, and empty wine glasses, with hooks and mugs hanging on the wall.
Christmas table setting with holiday decorations, including ceramic houses, trees, a gold reindeer, and black candlesticks on a white table with red and gold accents.
A picnic table with fast-food hot dogs, hamburgers, French fries, mustard, ketchup, and pickle relish.