top of page

Chick-fil-A TVC Rebrand

...

 

McCann NY, Art Director​

Rebranding Chick-fil-A's food TVC

BG.gif

The Ask

Explore new visual articulations of Food Love while leaning into the feeling of eating at Chick-fil-A and the emotions it evokes.

The Idea

Everyday, Chick-fil-A shows how perfecting the little things is actually the biggest thing. We can show the outsized impact by highlighting big, one-word RTBs in a way that's simple, modern and visually impactful.

Photography

Dramatic, natural and heroic. Shot at a lower angle and used dynamic camera moves to highlight different parts of the food.

Type Treatment

Bold, playful and elegant, but secondary to the new photography.

 

We wanted typography to have a purpose in our spots which is to elevate the words used by our guests to describe the food.

The Process

A brand refresh is a huge opportunity for any art director or designer. So I had to go back to the drawing board. Or boards.

CFA Sketches.jpg
CFA Sketches2.jpg
CFA Sketches8.jpg
CFA Sketches9.jpg
CFA Sketches10.jpg
CFA Sketches12.jpg
CFA Sketches13.jpg
CFA Sketches15.jpg
CFA Sketches11.jpg
Before 1.png
Screen Shot 2023-01-19 at 11.49.27 AM.png
LPR1.gif
LPR2.gif
LPR3.gif
LPR4.gif
Screen Shot 2023-01-19 at 11.51.18 AM.png
Screen Shot 2023-01-19 at 11.50.46 AM.png

Credits

Agency: McCann NY

Client: Chick-fil-A

Executive Creative Directors: Larry Platt & Danny Rodriguez

Group Creative Directors: Jason McKean & Natalie Rose

Associate Creative Directors: Ginine Gordon & Clem Pluche

Art Director: Ralph Vibar

Copywriter: Josh Sax

 

Account Director: Lisa Huang

Senior Account Executive: Moriah Hernandez

Producer: Christine Clavio

Directors: Sam Rimland & Malik Dupree

Video Production: Sarofsky

 

THANK YOU TO EVERYONE :) 

Before

After

Screen Shot 2023-01-19 at 11.49.40 AM.png
Screen Shot 2023-01-19 at 11.51.53 AM.png
bottom of page