Ocean Basket
Simple food. Honest flavour. Stories told through taste.
Context
Ocean Basket has always been about familiarity. Food that feels uncomplicated. Moments that feel easy. The task was not to reinvent the brand, but to remind people why they keep coming back. To let the food speak for itself and create work that feels warm, inviting and real.
People don't connect to food through claims. They connect through memory, texture and ritual. Ocean Basket already lives in those moments.
The Idea
Let the food lead. Instead of overexplaining or dressing the work up, we focused on appetite and atmosphere. The visuals became the story. The sound became the mood. The food became the message.
Television
Two TVCs focused on food, rhythm and sensory detail. Camera movement was intentional and unhurried. Sound design highlighted texture, sizzle and plating.
Visual Language
Natural lighting. Honest food styling. Clean framing. A calm pace that invites you in.
Digital & Social
Cutdowns and stills maintained the same restraint. No clutter. No noise. Just appetite and emotion.
Social Content
Family Spoil
The Big Spoil
The Duo
Vegetarian Feast
My Role
Art direction across the campaign. I helped shape the visual language, tone and pacing of the work across TV and supporting assets.
I worked closely with the creative team to ensure the food remained the hero and the storytelling stayed simple, human and inviting.
Credits
- Creative Director: Thule Ngcese
- Copywriter: Musa Nhlapo
- Art Director: Mongezi Xhoma
- Production: Darling Films
Sometimes the strongest storytelling comes from knowing when to say less. Good food does not need explaining. It only needs to be seen.