CHURCH'S CHICKEN

Most fast-food ads are shot on sterile soundstages. They feel fake. For the launch of Honey Butter Biscuit Tenders, I rejected the studio. I spearheaded a move to the streets of Atlanta. We didn’t hire a casting agency. We hit the pavement with comedian Mario Tory and found the talent ourselves. We discovered that energy is everywhere in this city. We traded professional actors for real people with raw talent.

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I built this campaign to capture the culture rather than just sell a menu item. We stopped over-producing the message. We worked the streets to turn a product launch into a street-level celebration. It was fast. It was real. It was sweet. We proved that authenticity doesn't come from a script. It comes from the streets.