Nuts. They make a great snack, but they’re far from the go-to gift on Valentine’s Day. Squirrel Brand wanted to change this with the launch of Ruby Royale, an indulgent new nut blend. But in an oversaturated category on a holiday steeped in tradition, how do you change people’s minds about nuts?

To disrupt the category, we called on world-renowned drag artist, Latrice Royale, to help us bring to life our message of indulgence, inclusivity, and nonconformity.

As the lead designer on this project, I contributed to the campaign’s overall concept, helped lead the visual direction of the campaign and set and designed all digital assets for Amazon, social, and QVC.