Chick-fil-A

Chick-fil-A is well known, but not for its social presence. The brand shows hospitality and warmth in person, and it needed that same feeling to land with a social-first audience. The content had to feel native to platforms that move fast and skew younger, without losing the brand’s personality, and still feel premium and intentional.

I was asked to concept the visual voice for two initiatives, a potential first TikTok post and an employee recognition campaign for Facebook. The task was to hold onto Chick-fil-A’s heritage while making it feel like they actually belonged on each platform.

TikTok Strategy. I developed a sauce shuffle game designed to stop the scroll. By turning passive viewers into active participants, I created a way to introduce the brand to a younger audience that felt like a natural interaction rather than a traditional ad.

Facebook Campaign. For the internal employee initiative, I focused on the people behind the brand. I explored concepts that spotlighted team members in a way that felt raw and genuine, keeping service and recognition front and center.

I successfully translated Chick-fil-A’s signature hospitality into platform-native content through two core concepts, by introducing an interactive TikTok campaign and a team-member recognition program spanning social and OOH. The proposed direction earned enthusiastic approval from project managers for its creative alignment and execution.