Golden Bay Fruit

Creating a campaign for the world's sassiest apple

Model wearing a blue top holding a red Sassy apple sitting at a busy table while smiling in front of a pink background.

Overview

Sassy Apple needed imagery that matched the personality of the brand—bold, magnetic, and impossible to ignore. We developed the art direction and photography around the idea that Sassy belongs at the centre of the best summer ever, replacing the expected with something fresher, brighter, and far more playful.

We wanted to amplify “The Apple with Attitude” headline, and so all imagery needed to reflect that.

Concept design sketch showing a woman holding a red Sassy apple, then a real photo next to it showing the final photograph, and then finally showing a magazine ad for Sassy using the final photograph.

For the photography to be successful we needed to consider how it would be used as a marketing asset. We started with the end goal in mind—ensuring that we weren’t just creating ‘nice’ images, but that we were building a toolkit that the team could easily use. You can see our process for art direction here.

Food photography scene showing a layered cake on a table surrounded by red candles, Sassy apples, a hand holding a Sassy apple, and other pink and red props against a pink backdrop.

Young woman wearing a cap reaching up to harvest fresh Sassy apples directly from orchard trees.

The back of a woman holding a half-eaten Sassy apple and wearing a Sassy t-shirt with "The Sweet Thing with Zing!" printed on it.

Closeup of a person's hand holding a ripe red Sassy apple hanging from leafy green branches.

Promotional banner featuring a smiling woman holding a red Sassy apple with "Meet the apple with attitude!" campaign headline.

A mixture of whole and halved red Sassy apples with various fancy jewellery pierced into it.

Social media graphic with bold text reading "Looking for a sweeter apple? Bite me." on a navy blue background.

Woman holding a Sassy apple up to her eye while smiling at the camera in front of a pink backdrop.

A hand holding an apple on a blue background

Open magazine showcasing a full-page Sassy apple print advertisement reading "The apple with attitude!".

Smiling model wearing a navy blue Sassy baseball cap and white t-shirt.

Bold white "SWEET THING!" campaign headline printed on a bright pink backdrop.

Woman holding a Sassy apple on the top of her head while sitting on a pink chair and smiling above her.

Whole Sassy apple sitting on top of pink candy floss in a martini glass.

Whole red Sassy apple next to a half-sliced apple revealing crisp white flesh on a pink plate that's sitting on a red tablecloth.

Big energy results

The campaign leaned into vibrant colour, expressive talent, and high-energy compositions to create a suite of hero imagery that feels unmistakably Sassy. Designed to work across both B2B and B2C channels, the photography gives the brand a louder, more confident visual presence—capturing the sweet chaos, attitude, and unapologetic fun that defines Sassy Apple.