Problem: We needed to make Gen Z aware of Chipotle’s impressive food standards without sounding like everyone else.

Insight: Gen Z wants authenticity, but authenticity loses its meaning when every brand is saying it.

Idea: We created a campaign that turned Chipotle’s existing values into scroll-stopping content. From Gen Z slang, to bold OOH, our campaign shows Gen Z that Chipotle is much more than a tasty burrito.

The campaign won Portland State’s 2025 Portfolio Workshop competition.

My role: Strategist + Project Coordinator