To launch Minute Maid Lemonade at Waffle House, the brief was to create a “song of the summer” that felt genuinely fun—not like an ad. I authored the project end to end, writing the lyrics, treatment, and script, then producing, directing, editing, and performing in the final piece. Leading a 14-person crew, we built the campaign from scratch, crafting original sounds in-studio and leaning into humor and self-awareness to create something people would actually enjoy watching and listening to. By bringing production in-house, we cut costs by more than 50% compared to previous outsourced work, opening the door for increased internal investment and new equipment while delivering a character-driven, memorable campaign true to the Waffle House brand.