Bruxie, a California-based chicken and waffle sandwich restaurant chain has recently expanded its growth to Athens, Georgia. However, the venue has had far less success getting off their feet than the beloved California locations have. They have reached out to See.Spark.Go, a local advertising agency, to help them craft a marketing strategy tailored to the Athens community. My graduate class has partnered with See.Spark.Go to help them formulate this campaign. We coined ourselves; crossroads agency, as a reference to the 'why did the chicken cross the road' joke. We were each assigned industry roles and tasks to contribute to the campaign's success. I am a Creative Director for the "crossroads agency" and my role is to infuse the Bruxie Athens campaign with a compelling creative vision. As the Creative Director, I understand the importance of capturing the essence of Bruxie's brand while adapting it to the unique spirit of Athens, Georgia. My primary responsibility is to help turn our insights into strategic, visual elements.