The Challenge
How do you turn a fast food partnership into an authentic cultural moment that feels exciting, not promotional?
When we announced the Krabby Patty Kollab, a partnership with Wendy’s and Off the Menu that brought Krabby Patty–inspired meals to 250+ restaurants, the opportunity was massive and so was the risk. Done right, it could become a viral celebration of SpongeBob culture. Done wrong, it would read as a corporate cash grab. The challenge was to make the collaboration feel rooted in fandom and fun, not just menu marketing.
What I Led
- Directed the Krabby Patty Kollab launch video, setting the creative tone for the campaign
- Directed Jordan Chiles in a social-first shoot to anchor the collaboration in talent and culture
- Oversaw on-the-ground creator content at the Wendy’s activation to capture authentic, platform-native moments
- Collaborated closely with the Wendy’s social team to develop co-branded moments that felt native to both brands
Social Content Showcase
111M
Total Views
3.5M
Engagements
903
Posts Across All Channels