Panda Express: 2023 Sizzling Shrimp

I led design direction for Panda Express’ Sizzling Shrimp national campaign, shaping the visual approach across in-store, OOH, and digital touchpoints. The work focused on heat, movement, and craveability through bold color, flame-led compositions, and premium food storytelling to elevate perception while staying accessible. A unified system of photography, typography, and layout translated the energy of the sizzle across physical and digital environments.

This campaign helped the dish exceed sales goals and became one of the brand’s most successful launches to date.