In January 2023, I partnered with art director Jennie Ellsworth to work on the rebrand of the Crispy Chicken Sandwich to McCrispy — a name change that’s short, simple, but, most importantly, only ownable to McDonald’s. We positioned the name change as a badge of honor, something a menu item can only do when it’s reached the pantheon of iconic items such as the Big Mac, McNuggets, McMuffin, and McFlurry.

The name change led to double-digit sales in Q1, according to Restaurant Business Magazine. I wrote the scripts to a series of :15s + :06s and worked with Brian Cox, who’s the VO on the spots. From top to bottom: Congratulations, Should’ve Been, and As If.