Jollibee Social

Overview
As Jollibee continued expanding its U.S. presence, the brand needed a stronger and more cohesive visual identity across social media to support growth and connect with both Filipino-American audiences and new customers nationwide.

Jollibee is widely celebrated for its Filipino heritage, warmth, and iconic menu, making it essential that the creative direction honored its cultural roots while appealing to a broader audience.

Challenge
Develop a versatile visual system that could adapt to a variety of content—from seasonal releases and cultural celebrations to everyday menu spotlights—while maintaining brand consistency, appetizing food presentation, and social-first engagement.

Role
As Sr. Art Director, I partnered closely with my Creative Director, multiple food photographers, and our social team to shape the overarching look and feel of Jollibee’s U.S. social campaigns. I guided the visual direction, framing, color palette, and overall storytelling approach for both stills and motion.

Outcome
The resulting campaigns strengthened Jollibee’s visual presence in the U.S. market, driving higher engagement and helping establish the brand’s playful, vibrant personality across social channels. Through cohesive direction and consistent visual storytelling, we supported Jollibee’s broader mission to grow its footprint and introduce its flavorful heritage to new audiences nationwide.

Client: Jollibee
Agency: Liquid Advertising
Social Media Manager: Chris Petlak
Assoc. Creative Director: Julie Crow
Sr. Art Director: Chris Cadiz