Tiny Ball of Dough, Big Burrito Ambitions.
When it comes to fast-casual dining, details matter. That’s why Pancheros prides itself on a fresh-pressed tortilla everytime — transfigured before your mouth-watering eyes.
The following TV spots highlight fresh-pressed tortillas within the context of the burrito as a whole, using extreme contrast to mix blissful adoration with a workmanlike depiction of the burrito assembly process.
The limits of burrito photography pushed the Pancheros aesthetic into strong type lockups with an off-kilter perspective. Awkwardness and over-explanation became a calling card that allowed Pancheros’ easy-to-overlook differentiators to be significantly elevated.
TV spots — Art Director: Kevin Longino // Writer: Brian Hucek // Creative Director: Ben Hirby // Director: Jack Davidson // Executive Producer: Steve Roeder, Purple Onion // Produced at Planet Propaganda
Posters / website / hot sauces — Art Director: Kevin Longino // Writer: Brian Hucek // Production Designers: Shelley Mauer & Brandi Duncan // Creative Director: Ben Hirby // Produced at Planet Propaganda