Role: Senior Art Director (Concept & Visual Design)
Agency: BBDO
Scope: Food-truck branding, packaging design, on-site activation, digital amplification.
My Role
Partnering with a team of Creative Directors, I led the visual design from concept through execution. I developed the truck wrap, meal packaging, and supporting graphics, and collaborated on the digital strategy to amplify the live experience online.
The Work
Food Truck Transformation: Converted a standard vendor truck into a full-scale FedEx delivery vehicle—purple-and-orange livery and all—so every lunch felt like a genuine delivery.
International Menu & Packaging: Rotated free “country boxes” daily (e.g., Bánh Mì, BBQ sliders), each served in FedEx-style cartons stamped with playful, route-inspired copy.
Social & Digital Extensions: Deployed on-site QR codes, animated social banners, and a microsite—using #FedExDeliversLunch—to drive shares, highlight daily menus, and link to FedEx service information.
Outcome
500K+ unpaid impressions in just four days (320K social engagements; 180K earned-media views)
Featured in SXSWi “Best of” roundups as the festival’s cleverest brand activation
Hundreds of free lunches served daily, drawing steady lines and continual buzz
By leaning into FedEx’s delivery promise—and literally delivering free international meals—we cut through SXSWi’s promotional noise with a concept that was both on-brand and highly shareable. Even with limited resources, a clear idea and cohesive design drove massive engagement on the ground and online.
