El Pollo Loco is an LA institution. Started by one guy who happened to cook amazing chicken in a sketchy part of town, they're a brand that has grown up organically over the course of the last 3 decades. When we first took on their business, they were nearly entirely focused on :15 TV and limited time offers. The work we created together has helped them reclaim their LA roots, own their heritage and elevate their food. We gave people a reason to be passionate about the brand beyond just chicken. Over the course of our collaboration we executed their television, social, digital media and even packaging. And it led to 3 months of record sales right after launch. Broadcast, ambient work and social video are included here, as well as a print series we completed in celebration of Hispanic Heritage Month.

As ECD, I helped lead the pitch team that won the business for Vitro. I oversaw the creation of a new brand tone, elevated television production and social executions and helped launch the mural program that would become a staple of the brand’s social media presence for several years. And we grew the business for the agency from an account that required a team of team of 4, to an account that had a very busy cross-functional team of over 20. I even got to put on an apron and play chef, working with the food innovation team.

Recognition: Comm Arts.