Whataburger

I’ve been a fan since childhood, so contributing to this 75+ year-old Texas icon was a genuine highlight of my career. Our relationship began as standard paid content work, but it quickly evolved into a comprehensive creative partnership.

Working within a lean team, we saw our scope expand. Pivoting from simple paid ad swaps to deep organic engagement. Tackling everything everything that came our way from long-term YouTube strategy and “surprise-and-delight” activations to day-to-day content creation.

Whether it was producing a paid TikTok campaign that drove 3.9 million impressions, executing a 3-week sprint to outfit a marathon runner in custom gear, or crafting mixed media assets for the main feed, the goal was always the same. Moving at the speed of culture while still staying true to the brand’s Texan roots.

 
 

WHATAMARATHON RUNNER

 
 
 

Whataburger fans are a different breed. When superfan Julio reached out before his marathon, we decided to turn him into an honorary sponsored athlete. In a three-week sprint, I designed a custom race kit and edited a mini-documentary of the event, while we partnered with SGNY for a hand-painted pair of sneakers. We even deployed a cheer squad and threw a post-race party. Sometimes the best ROI isn’t a metric, it’s rewarding a decade of loyalty.

 
 

WHATABURGER BREAKFAST FRIENDS

 
 
 

What started as a single animated ad featuring a talking B.O.B. Ranchero (Breakfast on a Bun) quicklly drove 5 million+ impressions and 5,000+ orders, sparking a silly three-part series. By layering playful animation over real food photography, I create a distinctive mixed-media style that stood out against the sea of low-effort memes in paid social. A simple, silly execution that delivered some serious business results.

 
 

THE SOCIAL SECRET MENU

 
 
 
 
 

This is the mixed bag of creative treats that has kept the feed (paid and organic) alive. Whether it’s an interactive carousel, a custom animation, or a quick-turn meme, I tackled every format with the same level of social craft. A rotating menu of styles designed to surprise the superfans and keep the brand feeling fresh.