SAINT LOUIS BREAD CO.

A mouth-watering concept that stretches the limits

My Role: Art Director
Collaboration Partner: Panera

CONCEPT & EXECUTION

Panera wanted to introduce its new Flatbread Pizza in a way that felt bold, fun, and larger than life. To achieve this, we designed a dual billboard execution featuring a giant cheese pull stretching from one board to the next—a simple but effective way to create movement, depth, and appetite appeal.

I collaborated with the agency to help bring the concept to life. A key challenge was ensuring that the stretching cheese effect looked natural while also leveraging real-world materials to add subtle movement to the execution.

WHY IT WORKS

✔ Dual Billboard Interaction: Creates a unique moment that draws the eye and makes people do a double take.

✔ Dimensional Appeal: The realistic cheese pull effect enhances appetite appeal and reinforces the product’s quality.

✔ Tactile Design Thinking: Using materials that naturally sway with the wind made the installation feel even more dynamic.