Freshers Flavour Clash '26
Refreshing an established campaign through a bold new creative direction inspired by rivalry, speed and energy.
Freshers Flavour Clash had already established itself as a successful campaign, but returning for another year meant creating something recognisably Wingstop while feeling completely new. The challenge wasn't to reinvent the campaign, but to inject fresh energy that could capture attention across increasingly competitive social channels.
Wingstop UK - Freelance
Finding the Idea
Competition became the foundation of the creative direction. Rather than simply promoting two flavours, the campaign became a visual battle between opposing sides. Colour became allegiance, lightning became impact, and motion became the energy connecting every touchpoint.
Building the Identity
Every asset was built from the same visual language. Motion, typography, colour and graphic devices were designed as a flexible toolkit that could move effortlessly between digital content and physical environments.
Motion First
The campaign was designed to move. Fast cuts, reactive transitions and lightning strike effects created content built specifically for short-form platforms, maximising impact within the first few seconds.
A single visual system was applied consistently across every touchpoint, ensuring the campaign felt unified whether experienced online or inside the restaurant.
The Experiential Finale
The campaign culminated in a live experiential event, transforming the restaurant into a physical extension of the digital campaign through branded graphics, interactive games and immersive environmental design.
From concept through to installation, I worked closely with the team to ensure the creative vision translated successfully into the physical environment, balancing ambition with practical delivery.
The Result
Rather than treating digital and physical as separate disciplines, this project explored how a campaign could evolve across both. By creating a single visual language that lived equally well in motion, social content and live environments, the experience felt cohesive from the first impression online through to the final interaction in-store.
The campaign achieved 1M+ reach on social reels, with story engagement more than doubling, demonstrating the impact of a unified creative approach across digital and experiential channels.
