CASE STUDY / WENDY'S × X GAMES

BUILT FROM
THE INSIDE.

2 Years of partnership
2 X Games seasons
2 Featured productions
1 Bacon Board

01 / THE CHALLENGE

ATTENTION ISN'T BOUGHT.
IT'S EARNED.

You can't buy your way into a culture and expect people to care. X Games already had the audience, the energy, and the credibility. Wendy's had an opportunity to show up differently and earn its place.

Because the challenge wasn't getting the brand in front of people. It was getting them to even notice.

Custom Wendy's Bacon skateboard deck, grip side Custom Wendy's Bacon skateboard deck, underside
Skateboarder and camera operator on the Bacon Boards production set

02 / THE INSIGHT

CULTURAL FLUENCY CAN'T BE FAKED.

People know when a brand is trying too hard. The answer wasn't to manufacture a personality or borrow credibility from the athletes. It was to understand what made the culture worth watching in the first place.

Then build something that belonged.

03 / THE APPROACH

DON'T INTERRUPT WHAT PEOPLE LOVE. BECOME PART OF IT.

Nobody tunes into X Games hoping to see an ad. So we stopped thinking about how to interrupt the experience and started thinking about how to contribute to it.

The goal was simple: make content people would actually want to watch, with Wendy's playing a role that felt natural rather than forced.

04 / MY ROLE

FROM THE FIRST IDEA TO THE FINAL FRAME.

My job was to help connect the dots between the creative idea and what it actually took to make it happen. That meant working across strategy, creative development, production, and execution, alongside the teams and partners who brought the work to life.

As the only Wendy's representative on set, I led brand-side production and execution across the two-year program. Good ideas are easy to talk about. Making them real is where the work starts.

Lighting, cameras and Wendy's X Games Aspen backdrop on the production set

05 / THE WORK

TWO SEASONS. TWO STORIES.
ONE CREATIVE APPROACH.

06 / THE IMPACT

ATTENTION IS THE OPPORTUNITY.
RELEVANCE IS THE WORK.

Anyone can make content. Making something worth paying attention to? That's different. The goal was never just to put Wendy's in front of an audience. It was to earn a place in the culture. Respect what made it matter. Contribute something worth watching.

You can buy your way onto the screen. You have to earn your way into the conversation.