Case study · Client Work
Chick-fil-A
A new audience for a legendary brand.
Chick-fil-A needed its warmth and service to feel native on social platforms that move quickly, while staying intentional and on brand.
I concepted the visual voice for two initiatives: a potential TikTok debut and an employee appreciation program for Facebook, designed to feel native to each platform while staying true to Chick-fil-A.
TikTok: I developed a sauce shuffle mechanic designed to stop the scroll, turning viewers into participants instead of a traditional ad format.
Chick-fil-A’s TikTok Debut: conceptualizing an engaging, on-brand first post: tone, visual approach, and interaction designed to feel native to the platform while staying true to Chick-fil-A’s values.
Facebook: For the team appreciation campaign, I focused on the people behind the brand, with concepts built to extend across social and OOH.
Team Member Appreciation Campaign: creative concepts that highlight and celebrate Team Members, everyday moments of hospitality, expressed across Instagram, Facebook, and OOH.
I delivered end-to-end concepts for both programs, giving Chick-fil-A a clear path from heritage hospitality into platform-native content.