Campaign Ecosystem Roles: Art Direction Campaign Design Systems Design Concepting and Development Asset Development
Edible believes gifting should feel as thoughtful as the gesture itself. Known for turning fruit into iconic arrangements, the brand was ready to evolve beyond special occasions and remind people that connection doesn't need a calendar invite. Funday's job was to help launch "Edible Arranges," a new campaign platform built around the idea that life has a funny way of arranging moments worth celebrating — big, small, planned, or completely unexpected.
For the new, ongoing platform, we created a campaign ecosystem that blends our live-action world with our branded world. The live-action world uses our spokesperson, Eddie, as a story mechanic to highlight key product features, while the branded world evolves with the campaign, incorporating unique graphics and motifs tied to specific seasonal moments.
We also brought generative AI tools into the workflow to expand output without sacrificing craft — adjusting the angle of an arrangement, placing it into a lifestyle or studio environment, or generating a short video, all in service of keeping the content pipeline as dynamic as the platform itself.
Made with teamwork Funday
Expanding the campaign ecosystem beyond paid media.
Tying in ongoing seasonal occasions and mini-campaigns.
Completed at Funday (2026)
Chief Creative Officer – Jared Folkmann // Executive Creative Director – Kathryn Whiteside // Associate Creative Director – Will McKeown // Art Director – Lauren Coles // Senior Designers – Adrian Suva, John Naboye // Designer – Grant Bradley // Senior Copywriter – Samantha Angus // Copywriter – Robyn Gerson // Animators – Levon Baghdasaryan, Tasia Karapetyan
Client Services Director – Yvonne Pikula // Engagement Managers – Dayse Velloso, Brett Young // Producer – Robyn Ho
Production Partner – Rise Studios // Talent – Moses Jones Client – Edible Arrangements