A 28-foot toaster, 21 cities, and one unforgettable breakfast for Thomas'.
Industry
Food & Beverage
Role
Art Direction, Experiential, Event Production
Timeline
3 months
Weekends are spent at local festivals, community events and the grocery store, and that is where Thomas' wanted its breakfast campaign to live. The build had to be big enough that nobody walked past it.
As Senior Art Director at Inspira, I designed the tour around a custom-fabricated 28-foot toaster with a dining experience attached, and stayed with it through fabrication and load-in. Micro-influencer partnerships in every market kept the campaign visible in each city after the trucks moved on. The whole build moved by truck between stops, which meant the toaster had to go up correctly with a local crew and without me in the room.
21 Cities in five months
28ft Custom giant toaster
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