A lighter wrap in a maximalist brand world? Challenge accepted. Potbelly was testing a new lavash flatbread line and needed a go-to-market campaign that could hold its own against the brand's loud, irreverent personality without underselling the product's lighter positioning. We concepted and executed a campaign that did both. Potbelly was so energized by the work, they took our concepts in-house to develop for select test markets.

ACD Copy: Me

Sr. Art Director: Tommy Ryan