rationale
For the concept, we suggested a fun twist that would grab attention & trigger curiosity in the teaser phase, & lead seamlessly into the reveal. Drawing inspiration from TikTok’s trending moves, we proposed a unique, “dropping” pose—one that’s all about a slow, dramatic descent with a straight face.
This pose hints at something coming, while subtly nodding to the idea of “dropping” the new menu. In the revealer, the same “drop” pose connects directly to the menu items now “dropping,” making for a satisfying, memorable reveal.
\\ teaser phase \\
To amplify the outdoor impact, we took the static teaser visuals a step further by staging a stop-motion-inspired stunt.
We placed visuals across a series of megas on continuous street strips, creating an animated effect as drivers pass, as though the pose itself is “dropping” down in motion.
This unique, layered approach lets our concept come to life in a way that’s visually striking, fun, and impossible to ignore.
\\ revealer phase \\
client: chuck's burger
field: f&b
task: creative campaign
creative brief:
The client requested a dynamic, two-phase campaign to build anticipation around the launch of their new chicken menu items, crafted specifically for Gen Z and millennials. The campaign would run on both outdoor megas and billboards and extend digitally across social media platforms.
