01 The challenge
Al Tazaj required a distinctive campaign to promote its Crispy Roll product and build stronger engagement with Gen Z audiences across social media, digital platforms, and outdoor advertising.
02 The approach
As Art Director and Project Creative Lead, I shaped the campaign around Crisp, an original character inspired by the Crispy Roll product and designed to become the central visual personality of the campaign. The project centered on creating a memorable character that could represent the product’s personality, distinctive shape, and playful energy while remaining recognizable across different campaign scenarios.