The Picky Claw
The Picky Claw showed New Yorkers that DashMart grocery delivery always over delivers — on fresh, quality produce and a great customer experience.
Client: DoorDash Grocery
Project: Experiential Campaign
Skills: Creative Ideation, Art Direction, Interaction Design
A ridiculously delightful window display
DashMart is a new type of neighborhood grocery store brought to you by DoorDash. Since New York City shoppers are selective, we needed a way to make DashMart standout in the crowded grocery delivery space. To show that DashMart’s customer experience takes the cake, we teamed up with VTProDesign to create “The Picky Claw,” a ridiculously delightful arcade-style claw game where everyone’s a winner.
The 10-day installation in SoHo was a magnet for NYC locals and influencers. Even with its hours-long line around the block, thousands of locals were delighted by the DashMart experience. The Picky Claw received awards from Muse Awards, Core77 Design Awards, and ADC Awards.
Role: Associate Creative Director
Creative Director: Chris Allick
Copywriters: Justin Stielow & Erin Woolf
Designer: Jamie Nichols
Brand Supervisor: Abby Bornstein
Production: VTProDesign