Art Direction, Graphic Design
 

You don't see a lot of advertising for Sriracha, and that's exactly why I developed this concept. Besides the fact that it's delicious.

The idea is that these people love this sauce more than any prized possession and hold onto it tight. Love is the key message in these ads. The chicken/rooster is a metaphor for the sauce and the visuals bring the brand into physical form with some fun.