Krystal Holiday Campaign

TVC / Art Direction / Content Creation

Agency: Dagger

Role: Art Director/Designer

Sr. Art Director: Carmelle Kendall
Sr. Copywriter: Christopher Arrison
Director: Chris Cella
Sr. Producer: Adina Hilton
1st AD: Adrian Schwarz
Video Editor: Nicole Rogers
Account Honorable Mentions: Ben Granger, Max Mitchell

Wrapping up another unique year, the 2021 holiday season is a key time to enjoy a meal with loved ones. Industry experts are anticipating a robust holiday season after the 2020 season. This year, our message was to enjoy Krystal this with a craveable, sharable Sackful and the all-new Holiday Shake.

The ask: Create a holiday campaign including 2 :15s bookend TVC spots, 1 :10s & 3 :06s social spots along with correlating static/gif paid & organic assets.

The approach: To accomplish the overall ask from clients, we need to communicate a specific message to consumers that drives brand association with the holiday season and is paid off with priority product messaging. Krystal food brings great cheer and we want to sing about it. Let’s rework some holiday – and public domain – classics and introduce the world to the Krystal Carolers.

My role: As the supporting Art Director, it was a collaborative effort between the Sr. AD, Sr. CW and I conceptualizing the overall campaign, from start to finish. My main focus was production for the social paid & organic assets as well as leading/directing the on-set photoshoot for the new Krystal products. Being the only creative on set, I was very hands-on with food styling, art directing, while chatting approvals with client throughout the day. After recieving final shots, I worked with a freelance retoucher, directing him on how photos should be modified according to our new art direction and finalized them in a timely manner.