My Role
Brand Identity
Collateral Design
Artworking

Agency
Sidekick

We launched Fresh or Fried, a limited-edition summer campaign for Holiday Inn Express designed to support guests after a night of live music. Promoted by AJ Odudu and Will Best, the activation drove influencer engagement through gifted Fresh and Fried care packages, supported by a microsite where influencers could choose their own box. Designed as a playful guest engagement campaign, we helped bring the brand’s promise of smart, feel-good stays to life in a timely and culturally relevant way.