Project: Taco Bell App Promotion
To drive mass adoption of the Taco Bell app, this nationwide campaign offered a free Chalupa Cravings Box to every new user. Utilizing the brand's vibrant, neon-purple visual identity designed by Deutsch, I served as the motion artist tasked with bringing their loose, hand-drawn illustration style to life. The core creative challenge was maintaining an organic, hand-crafted feel while executing a precise, continuous forward-camera tunnel technique to metaphorically position the app as a portal to the brand experience. The campaign was an unprecedented success, generating an immediate tidal wave of traffic that famously crashed Taco Bell's servers and digital infrastructure due to overwhelming consumer demand.