Arby’s
Curly fry poutine was on the menu for a limited time and Arby’s needed a campaign that made it shine.
Role
Art DIrector
Agency
Edelman
Client
Arby’s Canada
Date
March 2018
THE PROBLEM
Curly fry poutine was new but the people didn’t know.
THE SOLUTION
I needed to create a photographic ad campaign that showcased its deliciousness.
To tell the world about their limited edition curly fry poutine, Arby’s Canada needed some slick new photography. Once the carousal format was decided on, I drew a storyboard that arranged the ingredients into a step-by-step of their newest and gooiest menu item! That was accompanied by moodboards that directed lighting, angle, and props to guide the shoot.
I collaborated with our Calgary office to remotely art direct the shoot, guiding prop and background choice as well as post-production.
Learning Outcomes
Art directing remotely certainly has it’s limits. Luckily my team was responsive but asking for more options or having specific requests can be tricky when you aren’t in the room. I think in the future I would tackle a project like this with a video call on the day of and perhaps some extra planning in advance. I’m happy with the photos but I think they could have been greater with a few less hurdles to jump through.