LASERWHOPPER

Client: Burger King

Problem: "Have It Your Way" has been Burger King's promise for decades. But customization is now table stakes across the industry. The line needed to be pushed further before it stopped meaning anything.

Solution: Customization is expected. True personalization — something visibly, irreversibly yours — is a different thing.

Idea: A laser engraving machine that lets you burn your own image onto a Whopper. If you can have it any way, why not this way?

Execution:A custom laser Whopper machine launches through minimal OOH featuring engraved patties and unapologetic copy. The idea extends into a nationwide food truck tour with live engraving, trackable stops, digital "masterpiece" receipts, social, a laser-engraved billboard, and branded tattoo moments.

Impact:Turned a legacy tagline into a cultural stunt — making personalization something you could see, eat, and talk about.

My Role:Concept development and art direction — product stunt, OOH system, experiential tour, and digital extensions.

Spec project, photography used for directional purposes. Final imagery would be custom shot.