Instacart
summer like its 1999: Concert Activation & photo
The ask
Instacart’s summer campaign was a burst of nostalgia for the free summers of childhood, fueled by the snacks and drinks we remember from the 90’s.
I was tasked with leading two portions of the campaign:
One: Art direction for our campaign extension activation - an immersive 1999 experience and concert featuring Third Eye Blind and a bevy of nostalgic snacks and drinks.
Two: Developing the photo style for the campaign, ensuring it felt both era-inspired and fresh
The Creative: Third Eye Blind x Instacart Concert
We developed the bold and nostalgic look and feel for the free concert in NYC — using grunge inspired typefaces, wheatpaste textures and green and orange neon pastels reminiscent of the era to create something distinctly inspired by 1999 and uniquely Instacart.
Check out some of the media coverage and photos of the event here, here, here, and here.
A tunnel like entryway plastered in distressed wheatpaste concert style posters, and neon light to transport attendees from 2025 back to 1999.
The Frosted Flakes “Frost your tips” station let attendees get their hair done in 90’s inspired styles: from Butterfly Clips, to Space Buns or Christina Aguilera braids. They could also get glitter face paint or faux eyebrow piercings and more.
The Slice Lounge let attendees sample soda in a “parents basement” inspired space filled with vintage furniture and nostalgic objects from the 90s. There was also a Fish Eye Video Photobooth against a backdrop of colorful Slice cans.
The Instacart+ Airbrush station rewarded Instacart+ members with free produce inspired airbrushed grocery tote bags, customized with their name.
The bar and VIP area featured 90’s inspired cocktails and period decor and furniture.
Mr Throwback, a popular vintage clothing store in NYC popped up slinging 90’s styles with payment only accepted via Venmo.
A tube tv wall playing the Instacart campaign spots and 90’s-ified logo graphics alongside vintage commercials from our nostalgic CPG partners— Frosted Flakes, Capris Sun, Lunchables and more.
Custom activations for CPG partners:
The Throwback Snack Stand took inspiration from 90s snack shacks, handing out a variety of deeply nostalgic snacks and drinks to concert-goers.
The Creative: Lifestyle and Merchandising Campaign Photography
We wanted the photography for the growth-driving part of the campaign to blend ’90s nostalgia with Instacart’s signature visual style, creating a bold new look and feel. I led the creative development and direction of the shoot — from use of a fish-eye lens, to dynamic casting to styling wardrobe that mixed true vintage with the renewed ’90s influence seen in Gen Z, and placing the photos in playful, youthful environments like parks and beaches.
Creative Lead, Art/Associate Creative Director: Anabelle Roeser
Creative Lead, Copy: Ellie Clark
Contract Creative & Design: David Chathas
Event Production: Cheerful TwentyFirst
Instacart Photographer: Arturo Oliva Pedroza
Creative Directors: Chad Ford & Louie Spivak
Executive Creative Director: Taylor Erin