Summer of Rewards Campaign

Turning a newly rebranded rewards program into a summer adventure.

Summer of Rewards was the next chapter in the evolution of MOD SUPERFAST Rewards.

Following the rebranding of the Rewards program, we needed a campaign that would introduce customers to the refreshed experience while giving existing members a reason to re-engage and encouraging new customers to join. Rather than treating the promotion as a standalone offer, we used it as an opportunity to bring the newly established Rewards brand to life through a larger campaign idea. The result was a five-week summer journey, with a new reward unlocked each week, surprise “Pit Stop” rewards along the way, and a final “Victory Lap” to close out the experience.

The campaign came to life across digital, social, video, and in-store touchpoints, creating a connected experience that gave customers a reason to keep coming back.

MY ROLE

Associate Creative Director / Art Director

My role included:

Developed the campaign's creative direction following the MOD SUPERFAST Rewards rebrand
Art directed illustrator Mike McKeogh and the campaign's visual development
Creative directed the social video shoot, including the series of pre-taped comedic skits
Established the visual relationship between the refreshed Rewards identity, illustration, typography, color, social, and video
Directed creative development across digital, social, video, and in-store campaign touchpoints
Translated the campaign concept into a cohesive customer experience across channels
Partnered with internal marketing and creative teams to bring the campaign through production

Illustration: Mike McKeogh
Art Direction / Video Creative Direction: Annelise Cregger

THE IDEA

Five weeks. Five rewards. One big finish.

Summer of Rewards transformed the newly rebranded Rewards experience into a five-week customer journey.

Each week, a new deal was unlocked, giving members a reason to return and discover what came next.

Along the way, surprise “Pit Stop” rewards created unexpected moments of delight.

Then came the “Victory Lap”—the final reward and payoff at the end of the journey.

The promotional structure naturally created a story:

UNLOCK → PARTICIPATE → SURPRISE → REPEAT → VICTORY LAP

The campaign became a way to introduce the refreshed Rewards brand through an experience customers could actively participate in.

SOCIAL CAMPAIGN

Every week came with a new reason to tune in.

To extend the campaign beyond the Rewards experience itself, we developed a social campaign that brought each week's unlocked reward to life through short-form video.

I creative directed the video shoot, working with the team to develop a series of pre-taped comedic skits that accompanied each weekly deal.

The skits gave the campaign a recurring narrative and personality, creating an entertaining social moment around each new reward rather than simply announcing another promotion.

Each week followed the same basic rhythm:

NEW DEAL UNLOCKED → SOCIAL SKIT → REWARD REVEALED → REASON TO RETURN

The episodic format helped build anticipation throughout the five-week campaign while giving the Rewards promotion a distinctly MOD voice.

ART DIRECTION

Turning the new Rewards identity into a campaign.

My role was to develop the campaign's creative direction and guide the visual expression across campaign touchpoints—including illustration, digital, social, video, and in-store creative.

Because this campaign followed the Rewards rebrand, an important part of the work was maintaining continuity with the newly established identity while giving the summer promotion its own sense of energy and personality.

I worked closely with the illustrator and video team to establish the overall visual and creative direction, ensuring that the campaign maintained a strong relationship between:

REWARDS BRAND + ILLUSTRATION + SOCIAL + VIDEO + TYPOGRAPHY + COLOR + CAMPAIGN MECHANICS

The result was a campaign that felt like a natural extension of the newly rebranded Rewards experience rather than a separate promotional moment.

FROM DIGITAL TO THE RESTAURANT

Bringing the campaign into the customer journey.

Although the campaign was rooted in the digital Rewards experience, the creative extended into the physical restaurant environment.

Campaign assets included digital communications as well as in-store touchpoints such as greeter signage and counter easelbacks.

These physical moments helped connect the refreshed Rewards identity and summer campaign with the experience customers encountered when they walked into MOD.

The campaign could meet customers wherever they were in the journey—from discovering Rewards, to seeing the weekly social content, to unlocking their deal, to encountering the promotion in the restaurant.

BUILDING MOMENTUM

Every week gave customers another reason to come back.

The progressive reward structure was an important part of the creative storytelling.

Rather than presenting one promotion and asking customers to return, the campaign created anticipation around what would come next.

WEEK 1
Start the journey.

WEEKS 2–4
Unlock a new deal and discover the accompanying social moment.

PIT STOPS
Unexpected rewards along the way.

WEEK 5 — VICTORY LAP
Finish with an extra-special reward.

The creative system reinforced that progression, giving each stage its own moment while keeping the campaign visually and tonally connected to the newly rebranded Rewards experience.

THE RESULT

Summer of Rewards brought the newly rebranded MOD SUPERFAST Rewards program to life through a five-week, multi-channel customer journey with a clear beginning, progression, surprise moments, and payoff.

Each new weekly deal became an opportunity for engagement across Rewards, social, video, and the restaurant environment, turning a loyalty promotion into an ongoing piece of MOD entertainment.