Taco Bell Arcade Game
Client: Taco Bell
Agency: Grip Limited
Creative Directors: Ben Weinberg, Pat Andrews
Art Director: Julia Morra
Game Console: The Juggernaut
Full credits here
This is a pixel art video game that Jude created for Taco Bell to promote the release of the Cool Ranch Doritos Locos Tacos in Canada.
Project Goals
To celebrate the Canadian debut of Taco Bell’s Cool Ranch Doritos Locos Tacos, the brand wanted an activation that captured the excitement of launch day. Instead of a standard promotion, Taco Bell envisioned an interactive experience that would extend the anticipation, turning the simple act of waiting into a playful, memorable event.
Project Realization
Jude designed a custom arcade machine featuring his signature pixel art style and 8-bit typography, installed outside a Taco Bell location in downtown Toronto. The game humorously reimagined the fan experience: players navigated a virtual queue that mirrored the real-life line forming outside the restaurant. Winners were rewarded with a coupon for a free taco, creating a direct link between gameplay and product. The activation drew crowds, generated significant buzz, and was documented in campaign footage that Taco Bell later leveraged in broader promotional efforts, including coverage on Adweek.
Creative Process
The visual identity of the game revolved around three pillars: an authentic Taco Bell setting rendered in pixel art, a cast of diverse characters with quirky waiting animations, and iconic brand elements such as an 8-bit version of the Taco Bell logo and the Doritos Locos taco itself. Jude carefully matched the palette to Taco Bell’s established brand colors while infusing the work with personal insight from his own time as a Taco Bell employee. This blend of brand consistency and lived experience resulted in a piece of experiential design that felt both playful and authentic.
Testimonial
"Please express our sincere thanks to Jude. He has been awesome on this project and we're all incredibly impressed by his work."
Danielle Lyons (Producer, Grip Limited)
You can view many 8-bit games that Jude has worked on here.
This is the video that Taco Bell’s marketing team put together to showcase the installation, gameplay and user interactions with The Waiting Game arcade machine.