Maggiano's Little Italy | Portfolio Website

Creative Director/Art Director

Agency: Acadia

Maggiano's Little Italy

Brand Campaign

Controlled UGC Campaign

Brand Campaign

Reactive Campaign (Post-Covid)

We Know What It Takes

Digital (Programmatic, Meta, Social, & PMax), CCTV

As people start dining out again post-COVID, how can we make Maggiano's dining experience more appealing?

Our campaign emphasizes the meticulous craft and technique behind every Maggiano's dish, showcasing the team's dedication to quality and the extraordinary effort taken to ensure perfection in every ingredient, ultimately elevating the brand and highlighting the exceptional dining experience. I collaborated with the creative director on concept development, partnered with a producer, and managed the creative vision from pre-production to execution in partnership with a production house.

Mobile App Launch Campaign (Carryout)

Digital (Programmatic, Meta, Social, & PMax), CCTV

The objective was to promote Maggiano's carryout through their mobile app using a controlled UGC-style (low-fi) production. This approach, increasingly vital for brands to humanize themselves and build loyalty, showcased relatable, everyday moments that highlighted the convenience and quality of Maggiano's takeout experience. I conceptualized this entire campaign, wrote the scripts, and directed the project through post-production.

Carryout Campaign

Digital (Programmatic, Meta, Social, & PMax), CCTV

The objective was to highlight Maggiano's carryout in a more elevated way while preserving the approachability built over the past two years. Under new leadership, the brand emphasized the magic of the Maggiano's experience, and this campaign brought that vision to life. Using a split-screen concept in the TV spot, we showcased the journey of quality from the Maggiano's kitchen to customers' tables.

I collaborated with the creative director on concept development, partnered with a producer, and managed the creative vision from pre-production to execution in partnership with a production house.

Take-Out vs Plated Campaign

Digital (Programmatic, Meta, Social, & PMax), CCTV

The objective was to target a younger millennial audience, emphasizing that Maggiano's is not just reserved for special occasions. Due to COVID-19, many people were hesitant to dine in at restaurants, and with Maggiano's reputation as a fancy dine-in establishment, they needed to reposition themselves as more approachable and accessible. Through tailored treatment styles and compelling storytelling, our efforts successfully highlighted the convenience and quality of their carryout offerings, effectively driving sales for our Maggiano's.

I conceptualized this entire campaign and directed the project through post-production.