ROLE: ASSOCIATE CREATIVE DIRECTOR

A one-day, culture-native brand moment: turn a predictable spike in conversation into a full brand experience.

Wingstop is a brand people talk about online—especially on April 20 (4/20), when internet culture predictably shifts. Instead of treating that as a social post opportunity, we treated it as a product + platform opportunity: a 24-hour takeover of Wingstop.com paired with social amplification—trippy visuals, surreal copy, and ambient audio (via SoundCloudartists) that made the brand feel like it was “in on the moment,” not borrowing it.

Work

• Wingstop.com 24-hour takeover (visual system + copy + audio environment)

• Social extension / amplification (driving discovery and participation)

• “Winging Out” creative platform

My role
Co-created the concept with my creative partner Aaron Cathey and sold the first version of the takeover to Wingstop. Led the creative approach across web + social execution, ensuring the experience felt deliberate, brand-right, and platform-native.

Results (day-of)

• +39% sales (that day)

• 32,000+ engagements on Twitter

Awards

• KC ADDY Awards — Best of Online/Interactive, 2× Gold, 1× Silver