Brief:

This is an ad campaign for Sriracha Chilli Sauce, consisting of a magazine ad and a billboard ad, with a focus on promoting the irresistible heat of the sauce. Targeting millennial women, the campaign was inspired by research showing their strong interest in spicy foods.

The concept playfully showcases how the sauce’s heat gives a woman naturally popping red lips, resembling lipstick, as she takes a bite of a taco while preparing for a girls’ night out.
The visuals were designed with bold fonts to complement the imagery, ensuring the message is clear and impactful.

As the art director, we had the rewarding opportunity to collaborate closely with photographers, bringing the creative idea from concept to reality. This project provided valuable experience in working across disciplines, and the final campaign was well-received, earning high praise for its originality and execution.