Dick's Drive-In is a Seattle institution—the kind of place that doesn't need a gimmick. So when they came to us to introduce their new beef supplier, Royal Family Farms, I knew the story had to feel as real as the food.

I led the creative development of a social campaign built around an unlikely pairing: Dick's CEO Jasmine and the owner of Royal Family Farms, working the line, running the window, and squeezing in a lasso lesson along the way. The goal was to turn a supplier story into something people actually wanted to watch—and it did exactly that, earning an American Advertising Award for Best Social Campaign in 2024.

That project led to a full copy overhaul of their website—rethinking their voice from the ground up to match the warmth and authenticity that's made them a PNW staple for over 75 years.