Taco Bell: Live Más Live-Thru Cam

Role:  Creative Technologist

For Taco Bell's 2025 Super Bowl campaign, the brand flipped the traditional celebrity-endorsement playbook. Instead of putting a commercial in front of millions, they invited millions to be in the commercial itself. The Live Más Drive-Thru Cam transformed ordinary drive-thru visits into a first-of-its-kind photo booth experience, turning everyday fans into Super Bowl stars. The installation toured five cities across the United States in December 2024, capturing authentic moments of Taco Bell fandom.

As a Creative Technologist on this project, I co-developed the audiovisual systems for the speakers, lights, and screens. I also deployed the project around the country, installing it in 4 states over 4 weeks. You can read more about the project (and see a nice picture of me) here.

1,784+ Pieces of coverage, on Vice, USA TODAY, AdAge, Fortune, and more
3,000+ IRL drive throughs
21.3B+ Earned impressions