Arby’s — Art Direction
Although I had never eaten Arby’s before moving to New York, I’ve quickly become a fan within the past year while working at Fallon. And who knew Arby’s had such a huge cult following on social media? I learned to love Arby’s while learning to draw anime, disco-fy cowboy hats, and make roast beef sandwiches out of felt all for the validation of their loyal followers on Instagram, X, Threads, TikTok, and Facebook. My favorite moment? Going viral on X as a result of being a huge Taylor Swift fan.
Reactive Content
From going viral on X for making a Taylor Swift reference to making a mini Malibu Arby’s to celebrate the release of Barbie, Arby’s is a big fan of reacting to cultural moments on the internet. One of these reactions included completely disco-fying the Arby’s 10-gallon hat with my bare hands for Beyoncé’s Renaissance Tour and I loved every second of it. Also yes— I illustrated that Avatar: The Last Airbender post myself :’)
Made at: Fallon
Written with: Nick Massahos (Barbie concept)
CD’d by: Joe Johnson and Mike Behrends
ACD’d by: China Levy
Produced by: Ellie Moonen and Erin Kirby
Other Creatives: Nat Elwood and Manny García
Jamocha Sweats: Slept On
Art directed a photo and video shoot for the launch of Arby’s Jamocha Sweats, which are based off of the Jamocha Shake. Since the internet believes that the Jamocha Shake is criminally “slept on”, we created a campaign that celebrates just that. I was the sole art director on this project and was involved in concepting, mood boarding, styling, typography, storyboarding, and of course, art directing on set.
Made at: Fallon
CD’d by: Joe Johnson
ACD’d by: China Levy
Produced by: Erin Kirby and Ellie Moonen
Photographed and filmed by: Aaron Rice
Video edited by: Stephen Noll
Could not be done without the creative genius of our production partners at Blue Ox Studios.
Good Burger 2 x Arby’s
Art directed a photo and video shoot for the launch of the Good Burger 2 x Arby’s meal on social media. This included concepting, mood boarding, and working with a team of creatives on set in Minneapolis.
Made at: Fallon
CD’d by: Joe Johnson and Mike Behrends
ACD’d by: China Levy
Produced by: Zoe Quadflieg and Erin Kirby
Merch by: Tyler Dahl and Derek Camitsch
Photographed by: Aaron Rice
Video edited by: Stephen Noll
Could not be done without the creative genius of our production partners at Blue Ox Studios.
Evergreen Content
And lastly, here is some fun evergreen content that I’ve loved putting together. I’ve designed and illustrated custom Arby’s-themed tarot cards, learned to felt an Arby’s meal without any previous knowledge, participated in “Arbtober” by learning to draw anime, and much much more.
Made at: Fallon
Written with: Nick Massahos
CD’d by: Joe Johnson and Mike Behrends
ACD’d by: China Levy
Produced by: Ellie Moonen and Erin Kirby
Other Creatives: Nat Elwood, Erin Dorney, Tyler Dahl, and Derek Camitsch
A moment for the tarot cards that I wrote, designed, and illustrated :)
