Early in my career, as an intern, I had the chance to contribute to Heinz’s Award-Winning Ad, a project that would achieve unexpected success. What started as an opportunity to learn became a milestone moment: the campaign won a Cannes Silver Lion and even graced the cover of Archive Magazine.
This experience taught me the incredible power of creativity, collaboration, and storytelling in advertising. Seeing an idea I contributed to receive such recognition was humbling and inspiring, especially as I was just starting my journey in the industry.

The Creative Process behind Heinz’s Award-Winning Ad
For this campaign, the challenge was to blend humor and relatability into a narrative that showcased Heinz freshly and engagingly. As part of my role, I worked on character designs, sketches, and concept development, exploring different ways to bring the story to life.

I’m sharing here:
- Initial sketches that helped shape the visual identity of the campaign.
- The final Archive Magazine cover, which captured the campaign’s essence and celebrated its success.
- A montage of character design research I created during the project to refine the look and feel of the story.

Mother and Child: The Heart of the Campaign
The centerpiece of the Heinz campaign was a design titled Mother and Child, which depicted a heartwarming yet humorous scene of a mother dragon feeding her baby dragon with Spicy Ketchup. This concept perfectly captured the brand’s playful tone while showcasing its product in a memorable and creative way.

The idea originated from Leo Burnett Brussels, but the execution was a collaborative effort between myself and Daniel Da Silva. Despite a difficult lesson early in my career—when the producer wrongfully took credit for the work—the experience was invaluable. It highlighted the importance of standing firm in your creative contributions and learning to navigate the complexities of the industry.
The success of Mother and Child, which went on to win a Cannes Silver Lion and grace the cover of Archive Magazine, is a testament to the power of storytelling and creativity in advertising.

Key Takeaways
This project was a reminder that great ideas can come from anywhere. Even as an intern, I learned how important it is to bring your unique perspective and energy to the table. It also showed me the value of teamwork and how creative synergy can elevate a campaign beyond expectations. Overall despite the set back, this Heinz’s Award-Winning Ad showed me that anything is possible.
A Personal Milestone
Winning a Cannes Silver Lion and having my work featured in Archive Magazine was an incredible honor, but the valid reward was the experience itself. It taught me that even the most unexpected achievements are possible with dedication and a willingness to explore bold ideas.
I’d love to hear your thoughts—what’s a project or moment in your career that shaped your creative journey? Let’s connect and share!
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Back when I worked on the Award-Winning Heinz Campaign, tools like AI Render Pro didn’t exist. All my creative research and character designs were meticulously hand-drawn. While that process taught me invaluable lessons, I’ve since used my experience as a designer to develop AI Render Pro, a tool built to empower the next generation of creatives.
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