Chick-fil-A Tri-State
Humanizing the Hiring Crisis

Role: Creative Lead & Art Direction



THE CHALLENGE: Post-pandemic, the QSR industry faced a massive labor shortage. The Tri-State market (NY, NJ, CT) is notoriously difficult for recruitment. We needed to stop selling "jobs" and start selling "belonging."

THE CAMPAIGN: I directed a documentary-style campaign that spotlighted the lives of team members outside the restaurant.

  • The Approach: We used cinematic storytelling to show that a job at Chick-fil-A supports your life, your family, and your community.

  • The Craft: We bypassed the glossy corporate aesthetic for cinematic realism. I directed a docu-style series that captured the specific texture of the Tri-State—framing local basketball courts, city commutes, and family kitchens with the same reverence as the brand itself.

  • The Connection: Note: This project utilized my custom GenAI workflow for pre-production (see AI Case Study), allowing us to visualize these intimate stories before shooting a single frame.

The Brake Room
Turning Gratitude into Infrastructure

Role: Creative Lead & Art Direction





THE CHALLENGE: NYC delivery workers keep the city fed, but during winter, they have nowhere to rest, warm up, or use a restroom. We needed to show the delivery community that Chick-fil-A doesn't just "appreciate" them—we back them.

THE BRAND ACT: Instead of a traditional ad campaign, we built utility. We launched The Brake Room—a first-of-its-kind rest station on the Upper East Side designed exclusively for delivery workers (regardless of which app they work for).

  • The Space: Free coffee, bike storage, Wi-Fi, and warmth.

  • The Design: We treated "Thank You" as a visual identity, using bold typography and portraiture to treat essential workers with the dignity of a luxury editorial.

  • The Result: We didn't just get impressions; we changed the conversation about how brands treat the gig economy.

Chick-fil-A One App
Driving Loyalty Through Data & Delight

Role: Creative Lead & Digital Strategy



THE CHALLENGE In the crowded QSR market, an app cannot just be a "ordering tool"—it must be a loyalty engine. We needed to shift the user relationship from purely transactional ("Order Food") to emotional ("My Chick-fil-A Journey").

THE ECOSYSTEM STRATEGY I directed a dual-stream content strategy to drive both Acquisition and Retention.

  • Acquisition (The Hook): We refreshed the App Store visual identity to focus on immediate value—"Earn Rewards" and "Personalize Orders." This clarity drove a massive spike in user adoption, pushing the app to #5 in the category.

  • Retention (The Heart): We didn't just track data; we celebrated it. I led the creative development of "Year in a Nugget"—a Spotify-Wrapped style retrospective that turned user data into a shareable, personalized story, deepening the emotional bond with the brand.

Stella & Chewy’s
Scaling Authenticity on the Digital Shelf

Role: Lead Art Direction & E-Commerce Strategy

THE CHALLENGE: Stella & Chewy’s is a boutique brand built on "raw love." When expanding to Amazon, we faced a risk: getting lost in the "commodity sauce" of white-background product listings. We needed to translate "small-batch" warmth into a high-conversion digital environment.

THE STRATEGY: I directed a visual system designed to disrupt the Amazon scroll.

  • Texture-First Photography: We shot macro details of the raw food to prove quality instantly on small mobile screens.

  • Emotional Education: We used infographics not just to list ingredients, but to explain the feeling of raw feeding ("Feed them right, Love them fully").

  • The Result: We successfully launched the brand’s Amazon presence, maintaining price-point integrity and educating a mass audience on a niche category.

Kohl’s Outfit Bar
Simplifying Style at Scale

Role: Art Direction & Content Strategy

THE CHALLENGE: Department stores suffer from the "Endless Aisle" problem. Customers were overwhelmed by inventory volume. Kohl’s needed to shift from selling "items" to selling "looks," simplifying the path to purchase.

THE SYSTEM: I directed a high-velocity content engine designed to make fashion accessible.

  • The Pivot: Originally an in-store experience, I led the strategic shift to a digital-first model during the pandemic, turning "Outfit Bar" into a social-driven discovery engine.

  • The Content: We moved away from stiff catalog shots to "lifestyle flat lays" and relatable model photography that felt native to Instagram feeds, not just mailers.

  • The Impact: The campaign became a primary driver for social engagement, proving that curated storytelling drives higher cart volume than generic product listings.