Campbell's Well Yes Soup

Several years back, the branding agency Bulldog Drummond approached me about a project they were working on with Campbell's, developing an entirely new line of healthy soups called "Well Yes". At the time the project was internal, and it wasn't certain the soup, the brand, or the images would ever see the light of day. The label design was a departure from anything Campbell's had done before. The goal was to stand apart not just from their classic line, but from every other brand on the shelf, by putting bold, joyful images of the nutrient dense ingredients front and center.

Working with a team of stylists and assistants, I shot individual ingredients and overhead soup images for 8 unique varieties. The project got green-lit, the soups hit the shelves, and the brand was an immediate hit, passing $47 million in sales in its first year. I was later brought back to shoot an additional 12 varieties, plus an offshoot line of sipping soups. Today you can still find these soups, and my images, on shelves at major grocery stores across the country.