In the final years of my time at VaynerMedia, I was the Art Director on Sonic Drive-In and it took over most of my time. Having grown up in my father's restaurant, food photography was pretty natural
Sonic was having trouble reaching their key demographic through traditional TV media.
Through research, we found their advertisements were airing in locations without Sonic restaurants. We prioritized the power of social media to the client. Though reluctant, they agreed.
Using their brand tone of levity and humor, we created content for years with high engagement.
I got to write corny jokes, take food styling classes, do photoshoots 5 days a week, all for the sake of making teenagers laugh on the internet. It was fun.
