STEPH LAGER

Fatburger wanted to capture the attention of fitness-centric millennials in Los Angeles, and give homage to their long history, but there was a huge elephant in the room–their name is built on "fat." I helped develop a campaign that effectively owned the "fat" instead of disguising it. Drawing on the selfie culture, female stereotypes, and being "phat," we created a campaign that simultaneously mocked and celebrated the beautiful L.A. phenomenon.

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These creatives were displayed on 75 billboards and bus shelters around Los Angeles in the summer of 2014. Snoop Dog even organically instagrammed the hashtag. 

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Art Director: Kendl Ullman

Creative Director: Eliana Katz

Copy: Stephanie Lager, Josh Silver