Client: Chipotle Mexican Grill
Role: Creative Strategist
Brief:
Create a playful, platform-native AR experience that ties into Chipotle’s National Avocado Day promotion. The campaign needed to drive mass awareness while encouraging real-world engagement, using AR to turn avocados into entry points for a sweepstakes offering free guac for a year.
Execution:
I led creative strategy and creative direction for the AvoLotto Lens, a gamified AR experience that asked Snapchatters to scan a real avocado for their chance to win free guac for a year. The idea turned something simple (an avocado) into a surprising moment of magic and reward, bridging the physical and digital worlds in a way that felt unique to Snap.
The Lens launched alongside a full campaign including Snap Ads, Story Ads, and Creator content. With a short, 3-day window to play (July 28–30), urgency and delight powered engagement, while the scan mechanic made the experience feel more like a game than a giveaway. It leveraged AR to elevate a seasonal promo into something scroll-stopping and PR worthy.