CLIENT: WINGSTOP
AGENCY: BARKLEY
ROLE: ASSOCIATE CREATIVE DIRECTOR
How do you launch a lifestyle brand for a QSR? Make it feel like street culture, not a press release.
Wingstop launched WingShop by staging a merch-first drop in a New York sneaker boutique—built around a live moment with its biggest influencer, Rick Ross. The point wasn’t “here’s merch.” The point was proof of demand: creators, media, and tastemakers experiencing it in-person, then carrying it outward.
Work
Experiential event launch (in-store drop + performance/moment)
WingShop merchandise + lifestyle photography system (product + people)
Social/PR support assets (for amplification)
My role
Owned the project’s creative through execution.
Did select design work personally and oversaw the design of the WingShop system led by Edwing Mendez.
Oversaw casting and the full photoshoot for merch product shots + lifestyle imagery.
Coordinated with an external experiential partner executing on the ground in New York City.
Proof
Event tied to the WingShop launch at Extra Butter (sneaker boutique) with Rick Ross as the featured presence.
Reported outcome from campaign reporting: ~20M impressions and $3M+ PR value from influencers/media attending and amplifying.
WINGSHOP MERCHANDISE
