Krystal

Broadcast and online video ad spot

This work was built from a chance experience with a treasure trove of archival Krystal material held at the University of Tennessee (!), showcasing generations of human connections being made with the regional burger chain. Our team pitched in to help recreate these photos according to spot-specific art direction (using live models in some cases) to form a connection to modern-day experiences in a slick then/now visual approach.

Our friends at the TigerLily agency were dialed in on a concept and vibe for this one, deeply inspired by the classic Americana and 50s drive-thru culture inherent in the Krystal brand. My team added a flexible, experimental approach to the campaign’s need to conjure period-accurate photos (think Robert Frank editorial, think “Welcome Back Kotter”).

In just a couple weeks, the work went from concept to Final. With some fine-tuning, photo distressing, and a pitch perfect edit from TigerLily, the spot was ready to hit the airwaves, including big time NFL and NBA placements throughout the biggest markets in the South (I even caught it during the Super Bowl from my couch in Nashville).