Client: Taco Bell
Audience: 2,000 Franchisees, Media & Brand Stakeholders
Role: Creative Direction & Live Experience Design

Challenge

Following the success of Taco Bell’s viral Mexican Pizza musical, the brand sought to bring the phenomenon to the stage with a live premiere event at ARIA Resort & Casino in Las Vegas.

The challenge was to transform a digital cultural moment into a large-scale theatrical experience that felt worthy of the campaign’s popularity while delivering an unforgettable brand event for franchisees, partners, media, and industry stakeholders.

What I Led

• Creative direction for the live premiere experience
• Script development and performance integration
• Narrative design across stage, video, and multimedia elements
• Coordination of storytelling, production, and audience experience

Impact

• Brought a viral campaign to life through a live theatrical production at ARIA
• Created a marquee brand experience that blended entertainment and storytelling
• Generated excitement and engagement among franchisees, partners, and media
• Reinforced Taco Bell’s reputation for bold, culturally relevant brand experiences