Postmates Interactive Campaign

Conceptual Campaign Design • Digital • Advertising • OOH • Social • Guerilla • Print

Context + role

The food delivery market is crowded. Every competitor promises speed, variety, and convenience. Postmates needed a way to stand out that didn't rely on features, because features are copied in a quarter. The insight came from a universal truth: nobody hates ordering food. But everybody hates doing the dishes afterward.

Ditch the Dishes positioned Postmates as the easier end-to-end solution. Alongside its wide selection of restaurants, the campaign introduced compostable utensils and dinnerware, allowing customers to enjoy takeout without the cleanup. The campaign didn't just sell convenience. It sold the elimination of a specific, deeply relatable annoyance.

I led the campaign from concept through execution, including strategy, art direction, copywriting, and design across print, OOH, digital, ambient, and interactive media.

Wildposting: Cut-out utensil sets scaled to street-level across every format.

Public Transport Takeover: reaching commuters already thinking about dinner, in the stations they pass through every day.

Guerrilla: the utensil graphic appearing in places you'd never expect it.

Social: Challenge across social media as a UGC mechanic that generated brand tagging without asking for it.

Creative decisions

The visual system was built around the utensil as a graphic object — clean, flat, recognizable. Its simplicity allowed the campaign to scale across environments—from BART station takeovers to magazine inserts to crosswalk placements—while remaining cohesive and adaptable.

Public transport was a strategic placement. Commuters are already thinking about what's for dinner. The environment gave us a captive audience at exactly the right moment in their decision-making day.

A social extension, “Who Has the Worst Dishes?”, was designed to generate user content without requiring the brand to produce it — the gross-dishes photo is inherently shareable, and the contest mechanic gave people a reason to tag Postmates rather than look at it.