For: Bigeye Agency
Role: Art Direction and Design
Creative Director: Seth Segura

This project revitalized the National Mango Board’s presence by turning a traditionally commodity-driven category into an emotive, culturally resonant brand experience. Grounded in behavioral insights and vibrant visual storytelling, the work reimagined mangoes as an everyday delight—bright, craveable, and tied to moments of joy. Through a blend of breakthrough creative, bold color, playful messaging, and strategically orchestrated retail and digital touchpoints, the campaign elevated the fruit from background produce to a hero ingredient. The result was a refreshed identity and a cohesive creative platform that inspired shoppers, energized retailers, and brought new personality and dimension to the mango category.