Our main focus for the El Pollo Loco brand was to always own and invogorate its Latino SoCal roots. As part of that effort, we created a web pop-up shop featuring partnerships with Latino artisans from around Los Angeles. We collaborated with renowned muralist David Flores, pro surfer and surf board builder Rick Massie, and Manny Silva, the godfather of low rider bikes. The result was a collection of gear that went beyond just selling chicken, and embraced hallmarks of Southern California culture from skateboarding to surfing to lucha libra. And a custom flame-shooting bicycle that sold out within 30 minutes of the site launch.

As ECD, I led team that concepted, sold and executed the pop-up and oversaw all aspects of execution including video content, website and social promotions. I led the collaborations with the makers, and even helped source and pick out some of the gear itself. I also got lost in Compton for an hour searching for Manny’s Bike Shop.