Philips AirFryer Campaign

Discipline: Art Direction, Graphic Design, Photography

Client Overview

Philips is a global leader in health technology, known for creating products that improve everyday lives. The Philips Airfryer is one of its most successful consumer appliances, designed to prepare delicious meals with less oil — promoting healthier living without compromising on taste.

Lose the fat, not the taste!

Project Overview

The project aimed to drive awareness and desirability of the Airfryer by showcasing not just the product, but the lifestyle and recipes it enables.

By focusing on food, personalities, and aspirational visuals, the campaign made the Airfryer feel relevant, modern, and essential for everyday kitchens.

The Challenge

The Airfryer needed to stand out in a competitive home appliance market where functionality alone wasn’t enough. The challenge was to go beyond product features and instead inspire consumers with what they could create. Delicious, healthier meals for their families and friends.

Scope

• Design of a recipe book featuring dishes made with the Airfryer.
• Photoshoot direction with Philips ambassador Bryan Wong, adding trust and relatability.
• Food photography and styling in collaboration with Chef Lisa Leung.
• Creative oversight to ensure visual and narrative consistency across campaign assets.

Approach

The campaign was built around the idea of “healthier cooking made simple and delicious.”

• The recipe book was designed as both a practical and aspirational tool, inspiring consumers with accessible meals they could easily recreate.
• A lifestyle photoshoot with Bryan Wong, a popular media personality, helped build emotional connection and relatability.
• Working with Chef Lisa Leung, we styled and photographed recipes that looked both appetising and approachable, reinforcing the promise of healthier yet indulgent cooking.
• Every touchpoint, from the recipe design to the photography, highlighted the Airfryer’s ability to fit seamlessly into everyday lives.

Deliverables

• Recipe book design and layout
• Food and lifestyle photography
• Photoshoot direction for Bryan Wong as brand ambassador
• Food styling and collaboration with Chef Lisa Leung

Outcome

The campaign successfully repositioned the Airfryer as a lifestyle enabler rather than just a kitchen appliance.

The combination of recipes, ambassador storytelling, and high-quality visuals created a campaign that was aspirational yet practical.

It strengthened consumer engagement with the product and reinforced Philips’ role in promoting healthier living through design and innovation.

What I Learned

• Lifestyle sells products. Moving beyond product features to food, stories, and personalities creates a stronger emotional hook.
• Collaboration elevates output. Working with a chef and brand ambassador brought expertise and relatability, making the campaign feel authentic.
• Design ties it all together. From recipe layouts to photography direction, cohesive design ensured the campaign communicated a clear and consistent story.