I collaborated with Griz Co productions as Co-Director on “Crunch Site” for Pilgrim’s Chicken, helping shape the creative and staying closely involved across the AI production pipeline, from early visual exploration through final delivery.

Built around the folklore and mystery of Area 51, the spot turns conspiracy culture into a fun explanation for Pilgrim’s signature crunch: what makes the chicken so crispy?

The spot leans into a grounded but slightly surreal visual world, where the mystery feels just believable enough to pull you in, but strange enough to leave you questioning what you saw.