Agency: TheLab
Role: Senior Art Director
Team: Nick Mordecai (Creative Director), Marcus Nilsson (Photographer), Shammara Lawerence (Copywriter), Isaac Tannenbaum (Video Editor), NoFrames (Video Production), Drew Aichele (Food Styling)

In part of TheLab’s ongoing work with Qdoba, we were asked to re-envision their art direction style to appear more authentic to a younger audience. We decided on moving away from their previous flat color aesthetic and incorporate more texture and dimension throughout their imagery . We also re-approached their food styling, with a look that felt more real and “perfectly imperfect.”

We kicked off the project with a two day shoot in NYC that included both still and video assets. I worked alongside the crew and styling team, making sure the vibrancy of the brand was shown throughout the wardrobe, food, and set design. Our photographer captured imagery on a hand-held camera as the models moved throughout the sets. We aimed to capture real people enjoying Qdoba in the moment, and create a new style that was less posed and more genuine, with the food still front and center. We also captured BTS style imagery that showcased the process of making some of Qdoba’s signature dishes.