:FishFor Compliments:
ROLE: Art Director
AGENCY: Cole & Weber
THE BRIEF BRIEF:Create a print campaign that makes a frozen food brand feel like a high-end brand
Trident Foods lives in the frozen aisle, but the eating experience is anything but. To shift perceptions, we created Fish For Compliments—a playful campaign that leaned into the awkward, backhanded compliments people give when something tastes surprisingly fresh. Lines like “Wait… this is frozen?” and “You actually made this?” became the heart of the campaign, helping reframe frozen seafood as unexpectedly craveable and conversation-worthy.
Visually, we treated the brand less like a frozen food product and more like a high-end fashion label. Clean compositions, refined typography, and unexpected color palettes gave the work an elevated, confident feel that stood out in the category. The result was a fresh, tone-forward campaign that challenged assumptions and gave Trident a bold new voice in the freezer aisle.
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