Taco Bell - Organic Social

Client - Taco Bell
Agency: Deutsch
Design Director of Food: Eric Zunkley
AD/CW: Bryan Abbott, Beau Abbot

Production - Steelhead
Director/Photographer - Eric Kaufman, Ben Morris

Party Packs

As the Design Director of Food at Deutsch LA, I led the direction for Taco Bell's "Party Packs" broadcast spots. The concept was centered around capturing the essence of a party at its most authentic, utilizing flash photography and instant film to convey the feeling of being immersed in the moment. The visuals were a mix of candid and posed shots, featuring subjects engaging with the camera, enjoying tacos, or involved in various playful activities. This project marked our first social media initiative, faced with a very tight budget, which required us to adopt a resourceful approach. We managed to successfully execute the shoot at Steelhead, demonstrating our team's ability to deliver high-impact creative work under significant constraints.

Statics

Used in organic (in feed) social media Facebook, Instagram, Twitter, and Pinterest.

Videos

For the short-form content of the "Party Packs" campaign, we employed a 3D-wiggle effect, utilizing a series of flash-lit frames to capture and momentarily pause the dynamism of a live party scene. These videos were tailored for use across paid social media platforms including Facebook, Instagram, and Twitter, enhancing our digital presence with their engaging format. For presentations, I opted to use GIFs to demonstrate the application, showcasing 8-second looping videos that effectively conveyed the lively atmosphere and energy of the campaign.

Vegetarian

Statics

In our Taco Bell campaign, we focused on transforming the perception of the brand's vegetarian options, presenting them in such a vibrant and engaging way that they became unmissable. Our creative approach involved crafting seductive and visually compelling posts, spotlighting the brand's standout vegetarian dishes to capture the audience's attention. We aimed to highlight the attractiveness and appeal of these options, producing content that not only stopped viewers in their tracks but also made these choices appear irresistibly appealing. The process involved meticulously photographing beautifully arranged plates of food, followed by enhancing these images with a kaleidoscope effect in post-production, adding an extra layer of intrigue and allure to our presentation.

Life Style Photos

Videos

Utilizing Cinema 4D, we meticulously crafted a kaleidoscope effect, which was then synergistically combined with footage of rotating plates of food. This approach not only elevated the realism of the effect but also augmented the allure of the showcased items. The meticulously designed artful plates of food were initially captured in high-resolution video, ensuring that the base footage was of the highest quality. Subsequently, in post-production, we created the kaleidoscope effect created in Cinema 4D, leveraging its capabilities to produce a mesmerizing, dynamic visual experience.

Delivery

In this segment of the Taco Bell campaign, our focus shifted to highlighting the convenience of Taco Bell's delivery service. We aimed to communicate a clear message: Forget the drive, the lines, and the wait. With Taco Bell Delivery, the comfort of your home becomes the newest Taco Bell location. To convey this, we creatively infused everyday household objects and scenes with Taco Bell imagery, illustrating that Taco Bell can be enjoyed anywhere, anytime. This approach effectively reinforced the message that Taco Bell is not just accessible but seamlessly integrated into the consumer's lifestyle, making every space a potential setting for enjoying their favorite Taco Bell meals.