Dairy Queen Texas
The Approach
As Texas Dairy Queen set out to connect with a new generation of fans, our digital team was tasked with modernizing a beloved legacy brand—without losing its nostalgic charm. As Senior Art Director and motion designer, I led creative development across social-first campaigns, while also getting hands-on as food stylist, videographer, and editor. We leaned into craveable, UGC-style content across TikTok and Instagram to engage Gen Z, while keeping a stronghold on Facebook for long-time loyalists. The result was a portfolio of high-performing, platform-optimized videos that consistently exceeded engagement benchmarks and grew the brand’s online presence.
Role:
Sr. Art Director
Context:
The Loomis Agency
Scope of Work
Content Strategy
Monthly Content Calendar Planning
Shot List & Shoot Planning
Production & Post-Production
Photography
Videography
UGC Content
Food & Set Styling
Sometimes… an ad can just be an ad.
The Strategy
Before our team came in, the brand’s social content leaned heavily on Photoshop gags and humor that didn’t resonate. Our research revealed that people connected more deeply with shareable, emotionally relevant content. So we pivoted the strategy: polished, motion-forward visuals and commercial footage for paid ads, and relatable, user-generated-style content for organic reach. Our motto became “let the ad be an ad,” allowing us to stay transparent while optimizing performance. I helped shape monthly production shoots, handling everything from food styling to vertical video editing, so we could plan ahead while staying flexible enough to respond to trends. We also used behind-the-scenes footage from commercial sets to humanize the brand and expand our content library. Campaigns like our Josh Abbott Band collab and seasonal giveaways drove measurable spikes in audience growth and reinforced our cross-platform creative strategy.
