Chef Rick Bayless’ Product Launch

* I completed this project while I was the Creative Director of OutCold

** All photography on this case study is my own, for the client.
Film clips shot by me and edited by my team.

We worked with Frontera to bring the culinary experience of Mexico City to American kitchens with a delicious mobile experience.

Two heritage vehicles, a unique VW Bug with custom built visual merchandising displays and a 1953 Metro Taco Truck, hit the streets in major metropolitan cities to bring Chef Rick Bayless’ mission to life of connecting people by making modern and authentic Mexican cuisine accessible to all.

The VW bug and retro truck distributed samples of chips, salsa, guacamole and of course, tacos, at local business and events to create memorable one-on-one engagements while generating shareable social content.

In addition to creating naturally shareable moments, I shot evergreen social content for the brand to use on their social channels in each of the cities we travelled to.

The tour was strategically routed near local hot spots from breweries and boutiques to radio and television stations, while also developing relationships with national retail partners like Kroger, Whole Foods, Albertsons and more. The activations were scheduled to align with in-store merchandising and new product launches to help drive awareness and sales.