Arby’s Social
2026
Social Videos TikTok + Instagram Social Videos TikTok + Instagram Social Videos TikTok + Instagram Social Videos TikTok + Instagram Social Videos TikTok + Instagram
Arby’s Cheesesteak Launch Arby’s Cheesesteak Launch Arby’s Cheesesteak Launch Arby’s Cheesesteak Launch Arby’s Cheesesteak Launch Arby’s Cheesesteak Launch
Photography Photography Photography Photography Photography Photography Photography Photography Photography Photography
GCD: Patrick Tice
Art Direction: Me
Copywriter: Sarah Southerland
After one of my Arby's videos hit 7.5+ million views, I started creating what we dubbed "Arby's chaos edits" for the brand's social channels. Built on loud sound design and explosive effects, these edits range from pure meme content to full promotional pieces. That reputation for chaos-driven content led to an even bigger opportunity: capturing it live.
Arby's launched its brand new Cheesesteak at the first-ever NASCAR Cup Series race on the active military base, Naval Base Coronado, in San Diego. We were there to capture it. Through TikToks, Reels, and photography, I captured the chaos and energy of the official Cheesesteak launch with the intention of turning the event into scroll-stopping content.
The results spoke for themselves: 225K views on owned channels (IG, TT, X, and FB), with engagement rate and high-value engagement rate outperforming last year's Arby’s x NASCAR content by 247% and 17%, respectively.