I had the honor of leading the rebrand of Carl’s Jr. and Hardee’s, serving as both Creative Director and Director for their Pioneer Food spots. This project introduced a fresh approach, bringing a youthful and energetic vibe to revitalize the brand’s appeal.
Process
he process began with immersing myself in the brand—visiting headquarters to meet with their teams, spending time with chefs in the test kitchen, and interviewing consumers to understand their perspectives. All of this insight informed the development of a treatment and visual style designed to resonate with a younger audience and drive increased retail engagement. Next, we dove into writing scripts for each product and shaping the overall art direction. As director, I crafted individual treatments tailored to each commercial, then oversaw both production and post-production to ensure each spot delivered its unique story effectively.
Service
Creative Director / Director
Outcome
This fresh approach achieved strong success, driving increased sales across all national markets. The assets—both still images and videos—were featured extensively, from TV spots (including the Super Bowl) and print ads to in-store displays, video menu content, and across all digital platforms.
More Content
Get In Touch