DIETARY OPTIONS
I led the creative direction for this digital campaign highlighting how every Chipotle meal can be customized to fit any dietary preference or restriction - encouraging people to eat to their own beat. I guided the project from concept to final delivery, art directing a playful stop-motion shoot captured by Bobbi Lin and collaborating with illustrator Heejin Suh on custom lid artwork. The result was a vibrant campaign that made customization feel fun and distinctly Chipotle.
happy hour
A Happy Hour campaign geared to gain learnings on a new beverage program that was being tested at a single Chipotle location in Denver. Worked with photographer Beth Galton to capture the product shots of the new beverages, along with images needed for the GIF sequence used to promote the drinks on offer.
QUESO LAUNCH
After years of anticipation (and plenty of tweets asking for it), Chipotle finally introduced queso to the menu. I concepted and designed the launch campaign - spanning web, social, paid media, OOH, and in-store touchpoints - to celebrate the arrival of Genuine Queso. Bold and unmistakably Chipotle, the creative leaned into fan energy and turned a long-awaited product drop into a nationwide moment.
BOORITO
A 2016 refresh of Boorito, one of Chipotle’s oldest running national promotions. I paid homage to its roots by using the original "Jack-O-Burrito" graphic (used for this promotion decades ago), but modernized the look and feel by partnering with the very talented Julian Callos, who illustrated the beautifully spooky world of monster ingredients for Jack-O-Burrito to live. 1.35 million guests participated that year and wore costumes to redeem their $3 burritos.
TRIFESTA
A national giveaway suited to thrill any festival-goer/lover. We partnered with Lollapalooza, Life is Beautiful, and Austin City Limits to give one lucky winner trips to all three, VIP-style.
INSTAGRAM STORY TEST A
Drove excitement surrounding each festival in the prize package, while ensuring brand presence with the constant burrito image.
INSTAGRAM STORY TEST B
A more straightforward approach: focused on clearly communicating the full prize package