As part of a dynamic team, I collaborated with fellow students on a project for Heinz in the D&AD New Blood 2023 competition. Our concept aimed to address the challenge of helping gamers take a break and enjoy their food. However, we took a unique approach—rather than simply encouraging breaks, we decided to highlight a common issue in gaming culture: poor posture.
The result was a line of ketchup bottles inspired by the slouched postures of popular game streamers. Each bottle was designed to mimic the specific posture of a famous streamer, with personalized labels and color schemes to match their individual style. The bottles would be revealed during one of the streamers’ live broadcasts, creating an exciting moment for their audience, and later sold in stores.
My role in the project involved bringing these ideas to life in 3D. Using Cinema4D, I modeled the bottles, created animations to showcase their unique forms, and designed custom labels for each streamer. The goal was to turn a product we all know into something unexpected and memorable, combining the world of gaming with the everyday experience of enjoying Heinz ketchup.
This project was an exciting intersection of design, culture, and technology, showcasing the potential to connect brands with new, innovative ideas that resonate with a young, engaged audience.
