Brand Motion
Summer 2021
Jack In The Box
Jack In The Box (JIB) is revered for breaking fast food conventions. They encourage people to indulge, try something new, and expect the unexpected. When JIB approached me to animate their beloved icon Jack in a new illustrated style I was honored. Jack is the personification of the brand. And as a Southern California native, JIB has been a favorite of mine since I could remember. The best burger joint famous for its tacos.
This campaign takes Jack—the familiar, spherical-faced fast food icon—and turns up the volume on his personality. The motion work turns him into more than a mascot. He’s a character with presence. The exaggerated movements, bold lighting, and sly humor all work together to make him feel like the star of his own animated universe. It’s branding, but with a wink.
Doesn’t Sleep
Each piece—whether it’s the pulsing type, graphic builds, or a Jack emoji pattern—was crafted to feel alive. This isn’t design for design’s sake. The team used motion to direct attention, evoke appetite, and create a distinct visual world that feels unmistakably Jack in the Box. There’s a kinetic energy to everything; it’s fast, playful, and never boring—just like a late-night taco run.
Underneath all the fun is sharp strategy. The team leaned into internet-native language—like stickers, avatars, and lo-fi gifs—to meet younger audiences where they are, while keeping the brand's slightly weird, always bold tone intact. The result is content that fits into your feed without feeling like an ad—but still makes you hungry.
Every detail is tuned for maximum recall—from the smile that never fades to the musclebound mascot that makes you do a double take. It's fast food storytelling at its most extra—and it leaves you
wanting seconds.