Winning Over Millennials One Egg at a Time

Millennials weren't eating eggs. The goal was to change that by making eggs feel exciting, culturally relevant, and worth talking about. The approach was conceptual characters, each one built around a different egg dish.

Working with Energy BBDO, I spent three consecutive years as the photographer and director on this campaign, conceiving the characters, directing the shoots, and building out a visual universe that kept expanding. The results were strong enough to bring me back year after year. Avocado toast with egg anyone… We were stopped only by a global pandemic. My last shoot was February 18, 2020. Social media, digital, print, OOH, including a holiday run in Times Square.