Senior Art Director & Brand Designer
For All Plates of Life, campaign for Beef Loving Texans
The previous commercial for the Texas Beef Council highlighted cowboys in rural Texas, so I encouraged the client to side-step from the stereotype, and instead reflect a more current urban Texan. The 2018 concept was a reflection of our proud state being as mixed in cultures, as beef is versatile in recipes worldwide.
The large scale campaign was a first for the agency, but using my design-thinking approach, I was able to navigate the team successfully in developing the concept, video production and supporting materials within a few months. The campaign includes a lighter, more vibrant version of beef recipes and also features modern-day Texans ranging in age, hobbies, cultures and personalities. The audio includes hip-hop vibe lyrics and backtrack of audio including proud brass horns that you’d typically hear during a football game halftime show. The voiceover tone is bold, yet humble. The overall commercial leaves the viewer feeling proud to be a Texan and inspired to share a moment together with their friends or family over a beef moment.
[Campaign Concept | Brainstorm Sessions | Creative & Art Direction | Design | Brand Style Guide Design | Creative Project Management | Outsourced Freelance Talent Management | Headline Copywriting]
Client: Texas Beef Council
Agency: Apron
Account Director: Rachel Welch
Creative / Art : Sarah Chiu
Creative / Writer: Hayden Gilbert
Film Director: Jonah Ingram
Editing Director: Ariel Quintans
Producer: Melissa Herndon
Photography: Taylor Vieger
Executive Producer: Rob McCool
Awards:
2020 Silver ADDY Award, Dallas
2020 Platinum Hermes Award
2020 Communicator Award of Distinction
Beef Loving Texans eCommerce Website
The original eCommerce website was private and mainly for the ‘Beef Team’ to purchase athletic gear for races. The new eCommerce website was available to public and also offered non-athletic Beef Loving Texans branded merchandise and apparel.
eCommerce sales increased by 33% over the first year.
Beef Loving Texans Digital Recipe Generator
After the completion of the eCommerce website, I also created the concept of a beef recipe generator that would allow any beef consumer to essentially create an amazing home cooked meal while also ‘cleaning out their fridge’. I collaborated with our agency’s digital director and consulted UI/UX for the web page.
Custom trailer wrap
The Texas Beef Council owns two trailers for destination events across the state. The trailer wrap was designed to reflect the modern ‘All Plates’ campaign and also promote the first two seasons of BBQuest. When driving through Texas or venturing to the Texas State Fair, keep an eye out for this visual meal-on-wheels.
