Group of six young adults smiling and walking barefoot on a beach while holding drinks and food bags during sunset.
RESTAURANTS

one brand. one voice.
infinite expressions

As creative lead, the work was building repeatable systems for brands that needed good ideas to travel across dozens of countries, languages and local operators, without losing what made them greatin the first place.

NATIONAL

the food wars
never sleep

With Subway's campaign spots, wefound effective ways of using universal heroes with subtle cultural entry points: Peyton attempting Spanish, Steph letting his guard down to a happy dance, Nadal finding a new use for his slice.
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Good ideas cross over to any team nomatter their core audience.
That's the core of OmniResonant™ thinking, and that's the food war worth winning.

Collage of three men: top left showing phone with Subway app and a sandwich, top right wearing a green Nike shirt and headband outdoors, bottom center holding a Subway sandwich and gesturing with one finger in an office.
Collage of KFC Chick'n Share promotion showing two men enjoying food, a couple laughing on a bike, a man playing volleyball, and two phones displaying the Chick'n Share offer with chicken, fries, and Pepsi.
THE AMERICAS

ONECAMPAIGN.
TWO LANGUAGES.
40+ MARKETS

KFC Latam & Caribbean: Locallyadaptable campaigns like Chick'nShare, built on the universal, OmniResonant™desire to share lunch. Two people had to put their phones together at therestaurant to unlock their meal. Full attribution from a social coupon,something franchisees loved.

In Santiago alone:
68,000+ site sessions
1,800 post shares
1,500 in-store activations via geolocation

Being systematic is how you feed 40+ markets without diluting the brand in any of them.

GLOBAL

MARKETING
CALIFORNIA COOL
FOR 28 COUNTRIES

Carl's Jr., one of the fastest-growing international QSR brands, expands with a point of view: California Cool is not a geography. It is an attitude that travels.

Local teams are empowered to interpret it confidently with the right tools: workshops, playbooks, webinars and a monthly refreshed digital asset library. A system already proven before it arrived here.

SAB Miller · 23 countries
KFC · 40+ markets

Top image: Man holding a surfboard and woman drinking from a Carl's Jr. cup by the beach with text 'Eat like you mean it.' Bottom left: Cheeseburger with bacon on yellow background and text 'Less yada yada, more yummy yummy!' Bottom center: Smartphone screen showing person with drink and text 'Eat like you mean it.' Bottom right: Close-up of a cheeseburger with cheese, lettuce, tomato, and onion.
Collage featuring Olive Garden logo over tomatoes and water droplets, and Jack in the Box advertisement panels with Jack mascot, sandwiches, curly fries, tacos, and egg rolls.
RESONANCE

FRANCHISEES
NOT HAPPY. NOBODY HAPPY.

Santiago, Istanbul, Mexico City and Sydney share more behaviors than they share borders.

Positionings and taglines become a lens, a way for local audiences to embrace their own version of a behavior, a mindset and the brand role beyond just a meal.

The work is building systems that allow inspiration, playbooks that guide without limiting; local teams know their own culture and are encouraged to find the brand inside it.

One brand. One Voice. Infinite local expressions. That is the formula.

Ready to Get Unstuck?

Let's craft breakthrough campaigns that resonate across global markets and drive meaningful brand connections

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