Aldi Christmas Kitchen

My roles: Concept and creative direction

A series of three inspirational Christmas recipe films commissioned by Aldi and hosted on

The intention with these films was to inspire new recipe ideas whilst educating The Telegraph’s audience in Aldi’s Special Selection as the perfect provider of the whole Christmas shop. These are designed to drive traffic to the detailed recipes online and in print, instead of being step-by-step guides.

My role as creative director was to develop the initial concept to help win the business, then oversee all production to ensure the content delivered was the highest possible standards.