#WGACSFT

Art Direction/Photography/Motion Design

During the winter of 2021, the pandemic had many parts of Canada in lockdown. Most, if not all St. Louis restaurants were forced to close, which made this the first primarily digital, large promotional campaign that we’ve run. With a heavy emphasis on digital, the creative needed to be quick, intriguing and bold. WGACSFT is an acronym tagline that was made to stir up intrigue and leave a quick impression. I was responsible for taking the brief and designing a concept to match the criteria but also adhere to the St. Louis visual brand.

Thanks: Creative Direction – Royal Nasager
Production Design – Adam Gold
Social and Digital Strategy – Erica Konstinanidas
Food Stylist – Jeff Hartle
Photography Assistant – Jennifer Peach
Video/Cinematography – Adrian Kieda

Chicken Sandwich_LTO 24×36 large snap final 2-01

Poster

In the midst of Ontario’s second lockdown and the peak of pandemic fear, the design needed to be light hearted and tongue in cheek. Cooper black was an obvious choice to convey that tone while keeping it playful. The timeless font matched with simple primary colours generated a comforting visual while the refreshing blue background provided a high contrast ratio for the featured chicken sandwiches.

Banners

Landing Page

Concepts

Behind the Scenes

The rising popularity of chicken sandwiches among QSR and fast casual restaurants, meant that the photography needed to stand out from competitors and the traditional presentation of a burger/sandwich. With a vertical totem pole, it was an atypical but effective way to convey that our chicken sandwiches were not only unique, but stood tall (figuratively and literally; these sandwiches were huge). By stacking them, I could show them off as one unit instead of individually. The Fries surrounding the stack are made to look like fallen soldiers and debris on a battlefield as if there was an explosion where the sandwiches had landed.

Motion Design

The motion design added to the light hearted element of the creative. Visually, having it occupy the entire screen and then spinning on to the title card allowed for a smooth transition between the gag and the final campaign/CTA. Audio-wise, combining a spinning propeller and overlaying a squish, crunch and gunshot lent itself to a more comedic manner, again presenting the light heartedness and the experience of the sandwich (in the crunch).

Instagram Story

Instagram Posts

#WGACSFT

Art Direction/Photography/Motion Design

Concepts

Behind the Scenes

Motion Design

Videos