Creative Director, The Sheppard Group

Taco Bell needed a breakthrough cultural activation that felt joyful, inclusive, and unforgettable. We created a multi-city drag brunch tour inside Taco Bell restaurants, part celebration, part cultural reset, in partnership with the It Gets Better Project.

My role:

• Conceived and pitched the concept to executive stakeholders, securing buy-in at the highest level.
• Designed the show format, narrative arc, and messaging strategy.
• Directed production end-to-end: scripting, choreography, and creative direction in each city.
• Cast local LGBTQ+ talent to ground the experience in community and authenticity.

The impact:

• Taco Bell’s longest-running experiential campaign.
• Earned 737M+ media impressions and 324+ press pickups, including a full page feature in The New York Times.
• Delivered a measurable sales lift in breakfast category.
• Recognized as a model of inclusive, culturally fluent brand storytelling.