Jersey Mike's needed a national campaign that could earn attention in a crowded QSR market without losing the brand's handcrafted authenticity. I led art direction and design on the inaugural "A Sub Above" campaign at Planet Propaganda — concepting and executing TV spots, out-of-home, in-store environments, POP, and packaging across multiple seasons and national markets. The campaign established a consistent brand voice that distinguished Jersey Mike's as a premium QSR, with a series of TV spots — running nationally and earning the brand a platform it could build on.
Jersey Mike’s
OOH
Multi-media art direction, hand-crafted
In-store cup series design
In-store deli-case display
In-store wall poster
In-store napkin insert
Day of Giving/The Abovers:
A major focus was expanding the brand’s long-standing Day of Giving initiatives. My writing partner, Brianna Delphy, and I concepted “The Abovers,” a program launched in 2018 that invited locals to nominate individuals in their communities making a difference. Winners received grants from Jersey Mike’s, and we captured and shared their stories to amplify their causes. The program continues today — a lasting expression of the brand’s belief that doing good is good business.