I helped lead the creative direction for a two-part campaign showcasing Food Truck Avenue’s bold approach to event catering. The goal was to shift the conversation from “just another food truck” to “event game-changer.” We developed two content concepts to speak directly to event planners and decision-makers.

Appetite Appeal: The food-focused photo and video shoot had one goal in mind: to make people hungry. The video features slow-motion pours, sizzling surfaces, drizzles, dips, and bold textures in motion, all crafted to deliver maximum appetite appeal. Every frame was styled to evoke indulgence and sensory delight, with a vibrant edit and upbeat soundtrack to energize viewers. The result is a fast-paced, visually rich showcase that positions Food Truck Avenue as anything but ordinary.

Not Your Mama’s Catering: For this concept, we took a more humorous, disruptive approach. We wrote and directed a tongue-in-cheek infomercial-style video that spoofed traditional catering while highlighting FTA’s strengths. From casting and script tone to visual pacing and set design, every detail supported the message: bad catering ruins events — and FTA is the modern solution. We worked closely with the video team to balance comedic timing with visual polish and brand integrity.

Result: Content that could be shared across FTA’s social, web, and event pitch decks, giving them personality and a competitive edge.