fatburger | “baby fat”

+ TV commercial +
* Winner @ 2025 LIT Advertising Awards *
creative director & co-video director

Fatburger wanted to officially launch a value and calorie-conscious offering (the Baby Fat) across its stores. What was long available as a hidden menu item, we now needed to present to the world, and not only as a children’s menu specialty, but as something for everyone who might want a slightly smaller lunch. Leading creative and co-directing this ad on-set myself, we turned the “Baby” into a literal comedic device, while emphasizing the savory product and the great variety of customers who might enjoy it. This work received Platinum recognition at the 2025 LIT Advertising Awards.

video co-directors : brian lehrer & nate becker
production co : FS Media