#161616
THERMO FISHER SCIENTIFIC —
SAFELY AT THE TABLE
CLIENT: Thermo Fisher Scientific
ROLE: Advertising campaign concepts
DATE: 2021
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THE GOAL​
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Thermo Fisher's food safety technology protects consumers by ensuring the food they eat is tested
and trustworthy. For this project, I was tasked with conceptualizing and developing an ad campaign that avoided an overly scientific or sterile approach.
THE STRATEGY​
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My initial thought process was to remind people that behind food safety is something much bigger: the moments that food makes possible. Food is the great facilitator. It brings people together, marks milestones, and creates space for laughter, storytelling, and connection. I created two conceptual directions for this campaign that tap into that emotional gravity:
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No.1: Safely at the Table
A celebration of the moments that unfold around food, birthdays, ideas, reunions, reconciliations. This concept centers food not just as fuel, but as the backdrop for some of life’s most meaningful interactions.
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No.2: Leave Every Table with Great Memories
This direction was born from a personal experience: after a family dinner party, my aunt Mary told me her favorite part wasn’t the cooking, it was cleaning up. She loved seeing the chaos left behind: empty glasses, half-finished wine, smudged napkins, a still life of a night well lived. That idea stuck with me, and became the heart of this visual: a messy table as a portrait of joy, proof of connection, and the kind of memory food safety quietly makes possible.
​This project was a full creative build. I sourced all the props, styled the scenes, art directed the shoot, and photographed everything myself. After retouching the imagery, I designed mockups and layout concepts to present each idea in a campaign-ready format. I worked entirely solo, from ideation through production, ensuring every detail supported the emotional tone of the story.
THE OUTCOME​
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Though the client decided to go in a different direction, it became a standout piece in my portfolio because of the layered thinking, emotional clarity, and total creative ownership. It reflects how I
see design: as a tool not just for communication, but for inviting people into a feeling. Into a memory. Into a moment.