MINOR FIGURES HYPER OAT

Art direction and design; overseeing the visual identity for oat milk brand Minor Figures’ new range of category first flavoured functional oat drinks. The range was enhanced with adaptogens and nootropics, in Berry, Matcha, Mango and Turmeric. The project included leading the campaign, casting and directing the photoshoot, graphic design, animation and editing, illustration, photo manipulation and artworking to bring the product launch to life online and out of home. The launch revolved around four real-life avatars that represented the flavour and that specific product’s nutritional function.

The launch campaign involved a capsule collection with London based eyewear brand Cubitts - in which a wearable range of sunglasses - coinciding with the four flavours - were on sale, as well as bespoke glasses that featured Hyper Oat inside the arms of the sunglasses that were used in the photoshoot.

Photoshoot Full Credits: Photography by Daniel Mutton, Photography assistance by Joe Hunt, Hair & Makeup by Charli Avery, Hair & Makeup assistance by jjennaartisty, Styling by Aviva Stella, Production by Sam Phillips / Kahlee Rose / Liv Sinclair / Erin Sumner, Talent: Danielea Lewis / Sarah Salemean / Christine Coral, Deepak Anand / Devon Junior, Minor Figures Illustrations by Josh Turner.