The Waiting 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
Canadians had been eagerly waiting for Taco Bell's Cool Ranch Doritos Locos Tacos to make it north of the border. So to commemorate their first day of availability, Taco Bell wanted to acknowledge the anticipation with an arcade game that made them wait just a little bit longer.
Project Realization
The arcade machine, which used Jude's pixel art and 8-bit typography, was placed outside a Taco Bell in downtown Toronto.
Taco Bell fans lined up in droves to play a game where they... got to wait in line.
Once the player has reached the front of the virtual line, they are rewarded with a coupon for a real live Cool Ranch Doritos Locos Taco.
Taco Bell used footage of the event to further promote the long-awaited release of the new menu item, and the campaign was even featured on Adweek’s website.
Creative Process
The three main components of the game Jude created were the Taco Bell environment, the customers and their impatient “waiting” animations, and the design elements, such as an 8-bit version of the famous Taco Bell logo or the Doritos Locos taco.
Jude drew inspiration for the color palette from the brand’s identity, as well as his time spent working at a Taco Bell his junior year of high school.
Testimonial
"Please express our sincere thanks to Jude. He has been awesome on this project and we're all incredibly impressed by his work."
