“It’s My Pleasure” Video Series: Jimena Lopez
Publix Super Markets Social Channels
© Publix
How do you make the people behind the brand the heart of the story?
PROJECT OVERVIEW
Publix’s “It’s My Pleasure” series puts the spotlight on the people behind the green apron, giving customers a peek at the personalities, stories, and everyday moments that make Publix feel like Publix.
For this creative refresh, we set out to give the video series a fresh spin while keeping the warmth and personality at its heart. The work brought together storytelling, visual creativity, and video to create short-form content that felt approachable, entertaining, and unmistakably Publix.
The result was a series designed to make employees the stars, turn everyday Publix moments into stories, and give audiences another reason to stop, watch, and say, “It’s My Pleasure!”
DESIGN CHALLENGE
“It’s My Pleasure” already had a clear purpose: introduce audiences to the people behind the green apron and showcase the personalities and stories that make Publix unique. The challenge was finding a new creative approach that could keep that warmth while making the videos feel more engaging, entertaining, and visually interesting.
Working as a creative trio, we needed to bring storytelling, art direction, and video together to create a format that felt natural for the people on camera while giving each story its own personality. The goal was to make everyday employee stories feel worth watching—and leave audiences wanting to see who would be featured next.
MY ROLE
Story & Writing Lead: Led the storytelling and writing for the series, developing each script from the ground up and creating interview questions designed to uncover the most engaging stories and personalities.
Location Scouting: Scouted locations across the Publix Corporate campus, identifying settings that could add visual interest and support each employee’s story.
Video Description: Reworked the video description to better capture the personality, purpose, and appeal of the series.
Series Positioning: Created a new overall series description that defined the voice and storytelling approach for the refreshed series.
B-Roll Direction: Collaborated on B-roll direction, shaping shots and sequences that brought each employee’s story to life visually and created a more dynamic viewing experience.
RESULTS & IMPACT
Shifted the series toward a more human, personality-driven storytelling approach, putting Publix Associates at the center of each story.
Used engaging B-roll to show Associates in action, highlighting their passions, skills, personalities, and day-to-day work.
Created richer, more visually dynamic stories that gave audiences a deeper look at the people behind the Publix brand.
Developed a more engaging format that made each Associate’s story feel personal, authentic, and worth watching.
Video & Video Description
Overall Series Description
