It’s been a long day, and you’re late getting the kids back from soccer. Anything that could have gone wrong today has. Plus, you’ve made enough meatloaf this week to sink a battleship, and chicken fingers are out of the question. You need a dish exploding with flavour and sophistication, my friend! You need Pho Kit—the noodle soup kit that makes the complex, brothy goodness of restaurant-quality pho accessible at home.

A highlight for me in this project was exploring a new process. I prepped and cooked all the fresh ingredients and shot them in a lightbox. From there, I thought like an illustrator and explored how I could use them to bring the right energy into the composition.

Empathy is an advertiser's secret weapon. Following its namesake, the narrative that drives this brand is a relatable sentiment. "I am so done with today." Think about it: dinner carries a grandiosity not shared by breakfast or lunch. It can be the most sumptuous meal of the day, but it's also a hell of an undertaking for anyone with zero self-determination left.

The idea for a frozen noodle soup kit first popped up during the pandemic when I noticed that Ramen places started selling restaurant-quality ramen in frozen disks. Why not Pho? Let's make it high-quality, easy to throw together, and accessible to a broad audience.