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.