Big Thanks Texas Giveaway

In 2025, H-E-B gave away free groceries for an entire year to on customer per day for 120 days, in celebration of the company’s 120th year in business.

As the art director for this campaign, I developed the look utilizing friendly western typography and hand-drawn illustrations, finding inspiration in the iconic Mexican art of papel picado.

I lead a team of production and digital designers to execute hundreds of touchpoints from social media to out-of-home. I worked closely with the digital product team on functionality and legal restrictions. The team was proud to receive a Silver Addy Award in 2026 for the hard work put into this project.

Brand Elements