Play With Your Food: Chopt Out-of-Home Campaign in NYC

Centered around the concept of “Play With Your Food,” I worked with the team at Chopt to create a visually eye-catching campaign that tapped into your inner child. In order to appeal to the Gen Z and Millennial customer, we created a campaign inspired by the Y2K aesthetic, which is trendy for Gen Zers and nostalgic for Millennials.

For the designs, a cut paper style was utilized to mimic a scrapbook feel. The font Courier was also used to allude to the typography of the “old” Internet of the early 2000s.

The designs were featured in various locations throughout the Union Square, Flatiron, and Greenwich Village, nearby the original Chopt location which opened in 2001.