The Fritos Roadhouse
at Stagecoach
CONCEPT • ART DIRECTION • EXPERIENTIAL DESIGN
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Films
I helped to create 5 crave-worthy film assets designed to launch the Unwrap the Goods campaign across social and CTV. Each one captured the indulgent textures, chunky goodness, and rich detail of Tony’s Chocolonely chocolate—turning close-ups into can’t-look-away content.
Photography
We didn’t just unwrap the goods—we made them look so good you could practically taste them. Our photoshoot served up closeups of Tony’s irresistible chocolate—with a focus on texture, chunkiness, and pure indulgence. These assets weren’t just pretty faces—they fueled our campaign across CTV and social, stopping thumbs mid-scroll and making people wonder: “Wait… where can I get that bar?”
Stunt
We went big. Like, really big. To bring the “Unwrap The Goods” moment to life IRL, we dropped a massive Tony’s chocolate bar right in the middle of Astor Place in New York City. It was bold. It was beautiful. It was impossible to miss. Commuters stopped. Socials buzzed. And New Yorkers took notice. It didn’t just command attention—it earned it, turning a street stunt into a share-worthy, snack-craving spectacle.
The Results
Motive Team: Francisco Puppio, VP GCD | Gabo Curielcha, VP GCD | Andrew Lynch, Strategy | Aragorn Fenton • Katie Clark • Josh Wright, MMS | Hector Jamesson, Senior Copywriter | Hillary Miller • Annabelle Reynolds • Andres Prada, Account | Kelsey Ruggaard • Merrick Farris, Designer | Nolan Addison • Duane Cardinez, Production Design | Andrew Rockman, Brand Experience