Tyson approached us to reimagine their Back to School campaign with a fresh, unexpected take—something that stood apart from their previous efforts. Collaborating with my team, we developed three distinct concepts. This particular direction focused on the contrast between the ease of Tyson’s ready-made meals and the chaos of back-to-school routines. We paired playful, hand-drawn typography with bold food photography to bring that idea to life. The client responded enthusiastically, naming it their runner-up concept for the campaign.