Chick-fil-A sought to evolve its product advertising to be more emotionally resonant and visually distinctive, appealing to a broader, more diverse audience while staying rooted in the brand’s tone of warmth, hospitality, and authenticity. The challenge was to elevate everyday menu items into craveable, story-driven moments that would stand out across formats—from TV and social to in-restaurant screens.
For Chick-fil-A audiences, food isn’t just fuel—it’s a moment, a memory, and a connection. By pairing food appeal with relatable human moments, we could make every bite feel more meaningful—and make the brand feel even more human.
As ACD, I led the visual storytelling and art direction for a multi-year suite of product campaigns that infused emotional depth into food-forward messaging. From bold spice to holiday warmth, each spot was crafted to resonate with intention, texture, and heart.
“Carolina y Evie” (Chick-N-Strips): A heartwarming mother-daughter story centered on shared tastes and generational bonds, balancing storytelling with product beauty.
“10/10 Spice” (Grilled Spicy Deluxe): A vibrant, punchy concept that leaned into flavor and fire—amplified with motion graphics and social-first visuals to attract younger, spice-seeking audiences.
“Original Then, Original Now” (Chicken Sandwich): A nostalgic look back at how the original sandwich has remained a timeless favorite, connecting past and present through mirrored visuals and emotional cues.
“Holidays: Crowd Pleaser” (Party Trays): A cozy, seasonal campaign focused on gatherings, warmth, and the role Chick-fil-A plays in memorable moments with friends and family.
Developed integrated creative systems that worked across formats: TV, social, OOH, digital, and in-store.
Directed food styling, cinematography, and tone to feel premium yet accessible.
Designed visual language that emphasized craveability while enhancing emotional storytelling.
Collaborated with cross-functional teams to ensure brand consistency while pushing for innovation in storytelling and design.
Increased audience engagement across social and digital platforms through relatable, shareable storytelling
Consistent lift in unaided recall and favorability during campaign windows
Helped refresh the brand’s product advertising while remaining true to Chick-fil-A’s values of care, quality, and connection
Several spots contributed to measurable upticks in product trial and seasonal sales lift (specific numbers confidential)