photo beautifier.

An IRL photo filter that donates meals for kids in need.

the ask.

Every year, Citibank is a major sponsor for Taste of the Nation; a bustling smorgasbord, filled with local flavors that takes place in five cities across the US that partners with No Kid Hungry. Citi asked us to find a new way to engage attendees and increase the number of donations made to NKH.

the goal.

Play into attendees’ behavior at “foodie” events, and use it as the mechanic that drives donations. The key behavior at events like these: unflattering food photos.

photo booth shapes.

Users can easily navigate between the 5 content pillars, browse related articles or even explore by article tags and authors.

user flow.

This experience was designed with creativity and intuition in mind. We wanted to give users freedom to explore, while ensuring we produced the desired output. This flow illustrates how we maintained ease of use and hit our goals.

Social engagement was through the roof – more than doubling the amount of donations from the previous year.

the result.

Every time an attendee posted an Instagram photo and tagged #Citibank, Citi donated 75 meals to hungry kids. Playing on this idea of multiplication, we were inspired by mirrors. We used mirrored surfaces to literally multiply the food before your eyes. Each Photo Beautifier was a different geometric volume, and contained a unique reflective pattern. They were eye-catching works of art, which people took notice, and enjoyed using to create their own unique photos.

At each Taste Of The Nation event we installed a digital art gallery, where a live feed of photos was pulled from all the social hashtags. People had a chance to see their photo large in a frame, and also keep up with the live meal donations count interstitial that ran throughout the night.

Read our feature on Buzzfeed →

roles.

Art Director
Concept Artist
Print Designer

team.

Publicis NY
Bednark Studios
Too NA

client.

Citibank

tools.

Photoshop
InDesign