I was invited to collaborate on Waitrose’s Gastronaut campaign, creating the hero key visual designed to run across multiple media formats, including OOH.

Building on the cinematic tone established in the TVC, the agency envisioned an astronaut reaching toward a giant linguine “dark hole,” blending sci-fi spectacle with the irresistible appeal of freshly prepared food. Working from supplied food photography, my role was to translate this narrative into a striking visual.

The process began with a conceptual phase, using 3D to develop a range of astronaut poses and compositions. This allowed us to test perspective, scale, and storytelling before moving into final image construction.

Beyond the conceptual work, I was responsible for crafting the visual in its entirety developing the astronaut’s 2D textures, executing the food retouching, and compositing all elements into the final artwork.

Two key principles guided the execution: the layout needed to feel both cinematic and graphic, while the food had to remain unmistakably delicious even within the surreal context of space. Equally important was ensuring the composition remained clear and legible across different formats.

The result it’s something worth travelling across space for ;)