Chick-fil-A 50th Anniversary
Gamifying Heritage via Connected Packaging

Role: Art Direction & Interaction Strategy

THE CHALLENGE: For the 50th Anniversary, the goal was to celebrate Chick-fil-A's heritage in a way that felt modern and interactive, rather than just looking back at history. We needed to connect a digital-native generation with the brand's 1960s roots without feeling "dated".

THE "CONNECTED PACKAGING" STRATEGY: I directed an Augmented Reality (AR) Experience that turned physical packaging into a digital game controller, bridging the gap between the dining table and the phone.

  • The Trigger: We utilized the vintage sandwich foil as the AR marker. By scanning their lunch, customers unlocked a miniature 1960s "Chicken Car" directly on their table.

  • The Gamification: The experience challenged players to navigate the virtual street to collect ingredients (buns, patties, pickles), turning a history lesson into an addictive, shareable game.

THE RESULT: We successfully transformed a static piece of packaging into an interactive storytelling tool, blending nostalgia with innovation to drive dwell time and app engagement.

Chick-fil-A Sauce Collection
Monetizing Fandom via "Drop Culture"

Role: Art Direction & Concept Ideation

THE CHALLENGE: Chick-fil-A sauces have a massive cult following, but the brand had never fully monetized that love beyond the menu. The goal was to transform "condiment fandom" into a revenue-generating lifestyle vertical without it feeling like cheap promotional swag.

THE "DROP" STRATEGY: I directed a Monochromatic Visual Strategy that treated the merchandise launch like a high-fashion streetwear drop.

  • Color Theory: We abandoned the traditional brand red/white palette for hyper-saturated, color-blocked worlds corresponding to each sauce flavor. This "Dopamine Dressing" aesthetic stopped the scroll immediately.

  • Interactive Commerce: The social campaign utilized interactive polls ("Which cap tops off your look?") to turn passive viewing into active shopping intent, driving direct conversion from Stories.

THE RESULT: A limited-edition collection that sold out rapidly, proving the brand's elasticity to expand from QSR into Lifestyle Retail while generating massive organic social sharing.

Kohl’s Social Ecosystem
Unifying Global Brands via "Motion-First" Design

Role: Creative Lead & Photo Direction

THE CHALLENGE: Kohl's social feed features a complex matrix of partner brands (Nike, Levi's, Adidas) and private labels (Sonoma, FLX). The challenge was disjointedness: How do you feature distinct global identities without the feed looking like a chaotic catalog?

THE VISUAL STRATEGY: I directed a "Unified Energy" System focused on vertical video and dynamic motion.

  • Visual Governance: We established a strict "High-Key, High-Motion" aesthetic. By standardizing the lighting and casting energy, we created a visual thread that allowed a Nike hoodie to sit next to a Sonoma dress and feel like they belonged to the same retailer.

  • Mobile-First Composition: Knowing 90% of consumption is on mobile, we shot specifically for the 9:16 vertical frame, utilizing "cut-through" graphics and kinetic typography to stop the scroll.

THE RESULT: A modernized social identity that increased cross-brand shopping behavior, proving that Kohl's could translate legacy retail into a Gen-Z relevant digital language.