NECESSITY. MOTHER OF INVENTION.
Steak 'n Shake wanted to advertise that you could get a milk shake for super cheap at 2pm. There was no way to have people taste the milk shakes through their TV screens, so we demonstrated how next-level delicious they were by showing how far people would go to get one. Growing up doing magic, I got goosebumps when we walked into a warehouse in LA and saw the schematics manifested in real-life.
Role: Concept, copywriting and art direction in partnership with Samantha J. Siegel. Associate Creative Directors: Mike Abell, Kevin Gentile.
The spot ruffled the feathers of some math nerds over at Stack Exchange.