CLIENT: WINGSTOP
AGENCY: BARKLEY
ROLE: ASSOCIATE CREATIVE DIRECTOR
A backstage access platform: Wingstop shows up at live culture, then brings fans behind the curtain.
Wingstop already had real ties to music and sports. The move was to turn that credibility into an always-on experience format: the Wingstop Green Room. Not just sampling for attendees—this was content engineered for everyone who wasn’t there.
We took the “green room” idea literally: at each stop, we built an on-brand backstage environment for artists and talent—then used it as a live content engine.
Work
Experiential “Green Room” buildouts at major live events (IRL experience + content set)
Artist/talent interviews (backstage access)
Live social broadcasting + platform-native coverage (including real-time moments)
My role
Concept through execution.
Built the Green Room system as a repeatable physical + social format: set styling, look/feel, and the rules that made every location feel like the same “show.”
On-site execution: worked with a producer per city to select furniture and props that matched the vibe (green carpets, gold lamps, green glassware, etc.).
Brand details: developed a custom typographic look (with an internal designer) to make the platform feel authored—not generic event dressing.
Talent + credibility: brought in Combat Jack to interview artists with real cultural authority; traveled with the team for key moments.
Helped build the capture plan so the IRL build translated cleanly to social outputs, not just event photos.
Notable moments / placements
SXSW
Brooklyn Hip Hop Festival (interviews including Talib Kweli and Rapsody)
Billboard Latin Music Awards
NFL Draft (draft-party coverage; ESPN broadcast context)
Results
Credited with breaking Paxton Lynch draft news first (via live stream) before ESPN returned from commercial.
185,000+ viewers on a Brooklyn Hip Hop Festival Periscope broadcast; ~192 days of cumulative live video consumed (watch time).
Grew Snapchat following by 2,500+.
Awards
KC Addy Silver
WINGSTOP BREAKS PAXTON LYNCH DRAFT NEWS
COMBAT JACK INTERVIEWS TALIB KWELI
