Over the past 7 years I’ve had the rewarding challenge of helping guide A&W’s food photography through many stages of growth. As the Creative Content Lead for this account, I’ve worn many hats—from hands-on art direction in the early days to providing the full creative direction for our recent photography overhaul. This was one part of a larger brand refresh that I worked on alongside a very talented group of Rethinkers.

In the early years the focus was on authentic food that was true to A&W’s values and guarantees. We’ve evolved it slightly to still hit on all those points but to also feel drool-worthy and perfectly imperfect.