Let's talk ↗Campaign / Art Direction
Xhosa-fying Halloween
The challenge
Making convenience feel culturally relevant, not “too boujee.”
UCOOK was often perceived by potential Black consumers, including middle-class audiences, as a premium service that felt distant or inaccessible. The campaign needed to shift that perception by making the brand feel more relatable, useful and approachable without losing its quality.
The Publicis Machine team found an opening in Halloween and the isiXhosa saying “uSathana akalali engatyanga”, which means the devil does not sleep until they have eaten. The saying was given a cheeky new role: trusted isiXhosa-speaking micro-influencers known for their hot takes became the “devils,” and UCOOK made sure they were fed.
The experience
Personalisation made the idea tangible.
Nine micro-influencers received UCOOK meal kits transformed into bespoke Halloween experiences. The standard box was disrupted with illustrated wrapping paper, a proverb-led seal, decorated inside flaps and personalised cards featuring each creator's handle, likeness and discount code.
The black, white and orange illustration system kept the execution playful and light-hearted. Each touchpoint carried the same visual language while personal details made every delivery feel created specifically for its recipient, giving influencers something authentic and highly shareable.
My contribution
Art directing the craft and shaping the award story.
This was a team collaboration created during my time at Publicis Machine. I art directed the look and feel across selected campaign assets and elements, helping maintain a consistent visual system across the packaging, illustrations and personalised executions.
I also designed and assembled the awards boards, translating the campaign's challenge, idea, execution and results into a clear narrative for judging. The campaign went on to win multiple awards with the Publicis Machine team.
Results after 48 hours
