GIRLDINNER – Creative Effort, Zero Payback

Unpaid client work of 2024

GIRLDINNER – Creative Effort, Zero Payback
Designing for Tate McRae’s GIRLDINNER frozen meal line in 2024 should have been a rewarding collaboration. Instead, it became a glaring example of how undervalued creative work can be. Developing branding, concepts, and advertising takes time, skill, and vision — yet, the all-too-common practice of not compensating creatives for commissioned work persists. It’s not just unfair; it undermines the entire industry. GIRLDINNER might make it to freezers everywhere, but unpaid work leaves a bitter taste no meal can fix. Pay your creatives.