1
OPEN ON:
Steam rises from freshly unwrapped tacos. Friends sprawl across a cozy apartment, phones scattered on the coffee table, music playing through portable speakers. The space glows with that perfect end-of-day warmth - soft light streaming through windows, casting gentle shadows across faces and food. This is Cantina world, where every savored bite comes with a relaxed smile.
Then someone bites into Caliente.
The camera springs to life, moving with the energy of the sauce itself. Lighting shifts from cozy to electric. A spicy voice takes command, transforming a chill hangout into something entirely unexpected. Through carefully crafted visuals and authentic performances, we tell a story of friends, food, and what happens when spice decides to take the wheel.
OUR TONE:
Charm meets chaos in this deliciously bold spot. Taco Bell's playful personality gets an extra kick of sass from our spicy alter-ego. The humor lives in genuine reactions to increasingly wild moments - friends sharing glances as their cozy night spirals into spicy mayhem.
The voiceover brings attitude, blending casual confidence with perfectly timed snark. It's the voice of that friend who knows they're about to cause some trouble and can't wait to see how it plays out.
The world stays grounded even as things heat up. Real friends in a real space having an unreal moment. No forced reactions, no oversold comedy - the fun comes from authentic responses to increasingly spicy situations.
THE OTHER CHARACTER:
The VO is like an unseen character, and the cast’s performances should reflect that. When it cheekily calls out “connecting your phone to Bluetooth,” we need a mix of confusion, embarrassment, and amusement. Friend 2’s delivery of “Wait, what?” is pivotal—it anchors the humor in the absurdity of the situation while keeping the tone grounded.
APPROACH
MOVEMENT
2
Movement tells our story
A probe lens mounted with swagger gives us range for those intimate food moments while keeping the energy high.
The camera becomes another character in the room - one who gets real excited about perfectly sauced tacos.
When that first bite of Caliente hits, our lens springs into action, pushing in close to catch rising steam, then whipping around to catch the exact moment heat meets face.
LIGHT SHAPES OUR WORLD
Cantina lives in natural warmth, with practical sources adding soft touches of Taco Bell purple.
The Caliente transformation floods the space with waves of red and orange. Shadows lengthen, table lamps cast dramatic pools of light, string lights pulse with newfound intensity. The space transforms while staying anchored in reality.
AND THERE'S TACO BELL'S WIT IN EVERY BITE
3
WE BLEND CHARM AND HUMOR IN FUN WAYS
Sound builds layers of life. Music plays through portable speakers. Fresh tacos crunch. Friends chat. Phones buzz. Our spicy narrator slides into this mix, hijacking the vibe. That sultry audiobook prose hits differently through those same tiny speakers - grounding even our wildest moment in the real world.
The camera flows through it all like choreography. In Cantina world, we observe the natural rhythms of friendship. Once Caliente takes over, our lens dances. It weaves between reactions, finding angles that turn simple moments into an entire mood. A bite of taco becomes a journey - steam rising from fresh sauce, eyes widening at the heat, friends caught in a shared moment of spicy discovery.
The story builds through real human beats.
We hold on someone prepping their perfect bite.
Quick cuts punctuate genuine reactions - reaching for a drink, leaning in to inspect that sauce drip, trying to stop the audio playback.
The pace matches the energy in the room.
WORLD-BUILDING
WORLD-BUILDING
WORLD-BUILDING
4
Let’s be clear we are still shooting
WALL-TO-WALL FOOD
Every frame, every beat celebrates the Wendy's menu. Nuggets glisten, saucy and spicy, under perfect lighting. Burgers tower, defying the laws of physics with their layers of flavor. Fries gleam, their crispy golden texture practically audible.
- WE ARE CRAFTING AUTHENTICITY -
WE SLOW DOWN TO LIFESTYLE SPEED, OUR CAMERA MOVING WITH PURPOSE, MEETING CUSTOMERS IN THEIR NATURAL HABITATS. THE LIGHTING, MOOD, AND ENVIRONMENT COME TOGETHER IN A CASUAL STORY, ALWAYS ELEVATED BY WENDY'S VISIBLY MOUTHWATERING FOOD.
We push boundaries. We rethink food styling from the ground up. We create a authentic visual language that carries Wendy's into a new era of innovative awesomesaucy-ness.
CAPTURING
LIFE'S FLAVOR
7
8
I’M GOING TO LEAN HEAVILY ON MY DP AND PHOTOGRAPHY EXPERIENCE HERE. SHOOTING EVERYTHING PERSONALLY WITH HANDHELD (BUT STABILIZED) CAMERAS, I WANT THE CAMERA TO FEEL PLUGGED-IN TO THE REALITY OF THESE MOMENTS.
There should be an intuitive and spontaneous quality to how we find details, reveal creative ideas, and always always frame the food as a scene’s center of gravity.
9
"plugged-in to the reality of these moments. There should be an intuitive and spontaneous quality"
"use light and spontaneous camera moves to make a moment feel alive"
_gif.gif)
LOOK & FEEL
13
WE BLEND FOOD STYLING WITH HUMAN STORYTELLING. OUR CAMERA EMBARKS ON A MISSION.
Observing, searching, discovering Wendy's food in the wild. Always finding it at the center of life's special moments.
Sometimes we take our sweet time. We get loose.
Observational.
Each nugg plucked from its box, each fry dipped into sauce
- it all opens a window into someone's world.
Maybe it's relaxing after a long day.
A quirky habit. The excitement before a big event. A humorous moment in an ordinary day.
WE DELIVER EDITORIAL QUALITY.
EYE-GRABBING DETAILS THAT HINT AT A STORY BIGGER THAN WHAT'S IN THE FRAME.
A half-eaten burger next to car keys and a map signifies a road trip waiting to happen. A Frosty and a laptop with a resume on screen represents pre-interview fuel.
AND WE FOUND THE STORY OUTSIDE.
We took our team out on the streets to demo some Wendy's products and make some dipping magic happen.
OUR APPROACH ADAPTS TO ALL KINDS OF SCENES. SOMETIMES, IT'S BEAUTIFULLY SIMPLE: A HAND HOLDING A NUGGET, ABSENT-MINDEDLY SCROLLING THROUGH SOCIAL MEDIA. OTHER TIMES, IT'S DYNAMICALLY UNEXPECTED: A FROSTY SIP REFLECTED IN STYLISH SUNGLASSES, THE SOUND OF CAR BRAKES SQUEALING AND OCEAN WAVES CRASHING IN THE BACKGROUND.
Flexibility is key when shooting on location.
Our approach allows us to capture multiple angles of the action within the same setup, maximizing efficiency while ensuring we get all the coverage we need.
15
WE EMPHASIZE THE TACTILE NATURE OF THE FOOD. IT GETS TOUCHED. PULLED APART. DIPPED WITH GUSTO. SQUEEZED IN ANTICIPATION. GRASPED BY PEOPLE WHO LIVE, CHEW, AND SAVOR EVERY MOMENT.
Together we’ll dial in the levels of personality and the kinds of cues we infuse into each menu item’s scenes and create a new recognizable Wendy’s look.
SCIENCE SAYS WENDY’S CUSTOMERS LIKE TO BE “OUT IN THE WORLD” DOING “STUFF” AND YOU BETTER BELIEVE THEY’VE GOT WENDY’S WITH THEM
AFTER ALL, WENDY’S DOESN’T MAKE TIMID FOOD… JUST LOOK AT THESE SAUCED-UP NUGGS AND TELL ME THEY’RE NOT READY FOR ACTION.
16
BRANDING & CRAVE-ABILITY
17
WHAT’S GOING TO BE VERY FUN ABOUT THIS CAMPAIGN IS FINDING ALL SORTS OF CREATIVE WAYS TO NATURALISTICALLY LAYER WENDY’S BRANDING INTO SCENES, ALONG WITH HIGHLIGHTING ALL OF THAT APPETITE-ACTIVATING FLAVOR.
SCIENCE SAYS WENDY’S CUSTOMERS LIKE TO BE “OUT IN THE WORLD” DOING “STUFF” AND YOU BETTER BELIEVE THEY’VE GOT WENDY’S WITH THEM
AFTER ALL, WENDY’S DOESN’T MAKE TIMID FOOD… JUST LOOK AT THESE SAUCED-UP NUGGS AND TELL ME THEY’RE NOT READY FOR ACTION.
18
WHAT’S GOING TO BE VERY FUN ABOUT THIS CAMPAIGN IS FINDING ALL SORTS OF CREATIVE WAYS TO NATURALISTICALLY LAYER WENDY’S BRANDING INTO SCENES, ALONG WITH HIGHLIGHTING ALL OF THAT APPETITE-ACTIVATING FLAVOR.
Packaging, cups, takeout bags, and wrappers will make cameos all throughout the campaign, but we’ll stage them as organically as possible. We want people to FEEL that this is Wendy’s spot well before their brain actually notices — that could mean including balled up wrappers by the car’s gear shift, or Wendy’s bags flattened into impromptu plates in the park.
WE’LL LAYER IN BRANDING *JUST* OUT OF FOCUS AND STAGE CUPS SO LOGOS ARE VISIBLE, BUT NOT UNNATURALLY ANGLED OR OVERLY SYMMETRICAL — ALWAYS HINTING AT NATURALISM.
FOOD STYLING & PROCESS
20
AT TASTE OUR APPROACH IS CENTERED AROUND HIGHLY-STRUCTURE PREP THAT GIVES US SPACE AND AGILITY ONCE WE’RE ACTUALLY SHOOTING. I LIKE TO TEST EXTENSIVELY AND WORK WITH STYLISTS EARLY TO ESTABLISH WORKFLOWS THAT MAKE INCREDIBLE FOOD FOOTAGE POSSIBLE. WE HAVE TONS OF EXPERIENCE FACILITATING THIS WORK IN CONCERT WITH STYLISTS, CLIENTS, AND CREATIVES IN A WAY THAT KEEPS EVERYTHING PULLING IN THE SAME DIRECTION AND ENJOYING THE RIDE AT THE SAME TIME.
In this intimate world of personalized details, amusing voiceover, and mouthwatering Wendy’s, it’s critical that our food styling hits a real sweet spot…. Super-delicious, but real. Perfectly fresh, yet organically imperfect. Frosty’s are creamy and styled with that iconic curl — until a character boldly smooshes their finger through for a taste. Burgers lean with flavor. A few fries escape when a character pulls a handful.
We never lose a menu item’s iconic look, but we’re always pushing for ways to make that flavor real for the viewers.
IT'S ALL IN THE DETAILS
22
The food looks mouthwateringly delicious, styled to perfection yet maintaining that crucial 'just unwrapped' look. It's about reality - the most delicious reality you've ever seen.
A QUIRKY THROW PILLOW WITH A WITTY SLOGAN THAT MAKES YOU DO A DOUBLE-TAKE. A STACK OF ART MAGAZINES ON A SLEEK COFFEE TABLE, EVIDENCE OF CREATIVE ASPIRATIONS.
A half-eaten Wendy's burger next to a laptop, the screen glowing with a half-written novel - this is where life happens.
OUR WARDROBE HITS THAT SWEET SPOT BETWEEN MODERN AND FAMILIAR. EVERYTHING FEELS FRESH AND RELATABLE, LIKE YOU COULD BUMP INTO THESE PEOPLE ON THE STREET. VINTAGE BAND T-SHIRTS WITH GRAPHICS THAT MAKE YOU NOSTALGIC FOR CONCERTS YOU NEVER ATTENDED. WIDE-LEG JEANS THAT ARE SO CURRENT THEY'RE ALMOST FROM THE FUTURE. QUIRKY SOCKS PEEKING OUT FROM WELL-LOVED SNEAKERS.
This is youthful fashion done right, curated by a stylist who knows their way around a "Micro-Bang" or a "Jelly Fish Cut". The color palettes subtly enhance the overall aesthetic without screaming for attention. It's the kind of effortless cool that makes you want to up your own style game.
_gif.gif)
27
ALL ABOUT
THE
MOVEMENT
28
WE CAST PHYSICALITY, NOT JUST ACTORS. WE NEED INDIVIDUALS WHO NATURALLY EXUDE THE CHARM, HUMOR, AND RELATABILITY THAT EMBODIES THE WENDY'S BRAND WITH JUST A GESTURE OR AN EYEBROW RAISE. AFTER ALL, WE ARE SHOOTING THEIR DETAILS, THEIR SILHOUETTES, THEIR ESSENCE! MOVEMENT IS KEY.
DURING CASTING, WE LOOK FOR THOSE LITTLE NUANCES THAT MAKE A PERSON MEMORABLE - THE WAY THEY LAUGH THAT LIGHTS UP THEIR WHOLE FACE, THEIR UNIQUE STYLE THAT TELLS A STORY WITHOUT WORDS, OR THAT SPARK IN THEIR EYE THAT HINTS AT A WITTY COMEBACK JUST WAITING TO BE DELIVERED.
EACH PERFORMANCE FEELS LIKE A CANDID SNAPSHOT OF THE CHARACTERS' DAY, FULL OF UNFORCED REACTIONS AND GENUINE MOMENTS OF ENJOYMENT. THE SOCIAL MEDIA MAVEN DOESN'T JUST LOUNGE ON HER QUIRKY, WELL-LOVED COUCH; SHE INHABITS IT, HER VINTAGE BAND T-SHIRT AND RELAXED JEANS AS MUCH A PART OF HER AS HER QUICK WIT. AS SHE SCROLLS THROUGH HER FEED, WENDY'S BURGER IN HAND, WE CATCH EVERY MICRO-EXPRESSION - THAT SMALL SMILE OF SATISFACTION AS SHE ENJOYS A PARTICULARLY GOOD BITE, THE SUDDEN LAUGH AT A MEME THAT CATCHES HER OFF GUARD.
32
NOW LET'S JUMP INTO THOSE SCRIPTS
Checkmate
In Front of House, Vintage Car
We open on a close-up of the Frosty, our camera moving fluidly around it, then from bottom to top. A skateboarder lounges on the sun-warmed hood of a classic ride, exuding effortless cool. As they turn with the Frosty in hand, we capture the action from multiple angles.
Extreme close-ups: nimble fingers snag fries, nuggets, plunging them into the Frosty's creamy swirl. We'll use a lower angle, coming up to see the fry dip from the left, then pan right to catch a nugget dip. Another angle captures someone spooning (or finger-dipping) straight on.
The skateboarder's face becomes a canvas of flavor discovery - eyes widening, smile blooming.
KATHRYN MUSES: "When you think about it… Wendy's dollar Frosty is kind of its own condiment. You dip fries. You dip nuggs. You can even eat it plain. Checkmate, ketchup."
As the board drops and wheels hit pavement, we pull back. The skateboarder pushes off, and our camera lingers on the abandoned Frosty. Final shot: a single fry stands tall in the cup, like a flag planted on newly discovered territory.
We conclude with a dynamic pull-back as a branded Frosty cup smashes down in front of the camera. A hand with a fry enters frame, scooping up the last taste.
SUPER: $1 FROSTY
HAHN VO: "For the one and only Frosty, Gotta be Wendy's."
VO: "Open til midnight or later."
Nurdle
Outdoor Park
We open on a close-up of the Frosty, our camera moving around it, then from bottom to top. The Social Media Maven sprawls on a couch that screams personality. Our macro lens worships the Frosty's perfect swirl - the Nurdle - hypnotic in its symmetry.
We'll employ a fluid camera move from left to right, cutting to other Frosty's and locations. A few Frosty's on a skateboard pass by the camera. We'll circle around different Frosty's, using match cuts to create a mesmerizing sequence.
Cut to Maven's face - satisfaction incarnate as spoon meets lips.
KATHRYN DECLARES: "You see that hook there? That's called a Nurdle. And every Frosty has one. Kinda looks like it's trying to… taste itself. Can you really blame it?"
We see the Nurdle bend down, as if tasting itself. Maven's eyebrow arches, a silent conspiracy with the camera. She attempts her own swirl, tongue peeking out in concentration. A moment of suspense, then triumph as she nails it.
Our camera pulls back as we smash down a branded Frosty cup in front of the lens. A quick move to the left creates space for the super on screen.
SUPER: $1 FROSTY
HAHN VO: "The one and only Frosty for a buck? Gotta be Wendy's."
VO: "Open til midnight or later."
Math
Apartment Rooftop
We open on a rooftop basking in the glory of the $1 Frosty. Rapid cuts and wide angles capture their glee, disbelief painted across sun-kissed faces.
A talent with a Frosty cup in hand turns around, showcasing a gold watch and rings, emphasizing the contrast with the dollar price point. We see a manicured hand scoop up a taste, savoring the flavor.
KATHRYN DROPS THE TRUTH: "Ahhh Wendy's Frosty. It looks like a million bucks. It tastes like a million bucks. And it costs… Only a dollar?!"
We cut to a top-down shot on a table with a Frosty. A math equation overlay appears on the screen over the Frosty, playfully highlighting the unbelievable value.
HAHN VO: "Is this a typo?"
ALT: "THE MATH AIN'T MATHIN', WENDY'S!"
Coins cascade into a repurposed sand bucket now labeled "Frosty Fund." Cheers erupt, caught in a sweeping aerial shot that showcases the beach's expanse and their joyful camaraderie.
Our camera pulls back as we smash down a branded Frosty cup in front of the lens.
SUPER: $1 FROSTY
HAHN VO: "The one and only Frosty for a buck? Gotta Be Wendy's."
VO: "Open til midnight or later."
All That
Vintage Car, Parking Lot
Our hero leans casually against retro metal, exuding cool in the warm glow of golden hour. Close-ups showcase the Frosty as the ultimate dipping medium.
We employ a dynamic shot moving over three friend sitting at table: look left to see fry dipping, look right for fry dipping, go straight ahead for a frosty. Fries, nuggets, even a corner of his burger – all take the plunge into the creamy Frosty goodness.
KATHRYN NARRATES EACH DARING COMBO WITH INCREASING ENTHUSIASM: "Ahhh the Frosty… You dip fries in it. You dip nuggs in it. You eat with a spoon.. I mean… Something that does all that must cost-"
SUPER: $1 FROSTY
HAHN VO: "A dollar?! That's gotta be a typo."
Our camera pans from his adventurous hands to a satisfied grin, embodying the spirit of Wendy's innovation. For the final shot, he attempts to dip and eat while balancing on his board, resulting in a near-miss that ends in laughter.
HAHN VO: "The one and only Frosty for a buck? Gotta Be Wendy's."
VO: "Open til midnight or later."
Ring To It
Backyard
We open on a close-up of the Frosty, our camera moving around it. Our Hero turns around, Frosty in hand, as she lounges artfully in her curated loft corner, across two more friends.
Extreme close-ups catch every micro-expression as each enjoys a spoonful, faces are a canvas of delight. We employ a dynamic shot moving over a table: look left to see her spooning it, look right as she sips it, go straight ahead to catch another dipping a fry. We'll capture close-ups of each action, moving from tight to wider shots to create visual interest.
HAHN VO: "It's a Frosty. You eat it. You drink It. You dip your fries into it! Maybe they should call it a Frysty! Yeah. It's got a ring to it. Anyway, it's just a buck."
She giggles, trying out the new word herself, rolling it around her mouth like a new flavor.
She grabs her phone, fingers flying as she tweets her new favorite word.
Our camera pulls back as we smash down a branded Frosty cup in front of the lens.
A $1 SUPER COMES ON SCREEN.
VO: "For the one and only Frosty, Gotta Be Wendy's."
THANKS
OUR CONVERSATION, AND THIS CAMPAIGN, ARE JUST TAKING SHAPE, BUT MY MIND IS ALREADY SPINNING WITH LOOKS, LOCATIONS AND IDEAS. WHAT KIND OF CAR DOES AN ENJOYER OF TRIPLE-BERRY FROSTY’S DRIVE? WHAT FUNNY THING MIGHT GET SWEPT OFF THE COUCH TO MAKE ROOM FOR A TRIPLE STACK?
I LOVE THE PLAYFUL AND PERSONALIZED MOOD WE’RE IMAGINING, AND I WANT TO BRING EVERY LAYER OF IT TO LIFE WITH THE RICHNESS AND DEPTH OF WENDY’S FOOD. I’M EAGER TO KEEP CHATTING AND TO BEGIN SCULPTING SCENES AROUND INDIVIDUAL MENU ITEMS AND SCRIPTS AS THEY EMERGE.
LET’S GET BIG, FROSTY AND SAUCY…
THOMAS
Movement tells our story
A probe lens mounted with swagger gives us range for those intimate food moments while keeping the energy high.
The camera becomes another character in the room - one who gets real excited about perfectly sauced tacos.
When that first bite of Caliente hits, our lens springs into action, pushing in close to catch rising steam, then whipping around to catch the exact moment heat meets face.