Panda Express

For Panda Express’ Blazing Bourbon Chicken — a limited time collaboration with Hot Ones — the creative direction intentionally departed from the brand’s brighter visual language. The goal was to reflect the darker, more intense atmosphere of the show while visually communicating the heat and boldness of the sauce itself.

The imagery leaned into a moodier, low-key aesthetic, using shadow, contrast, and gelled lighting to create a sense of drama and intensity. Dark backgrounds and controlled lighting helped the food emerge from the shadows, amplifying texture, gloss, and heat — a visual cue that mirrors the high-stakes, heat-forward environment fans associate with Hot Ones.

The resulting visuals were designed for high-impact out-of-home placements, including point-of-purchase displays, billboards, and transit advertising nationwide. This darker visual approach helped differentiate the limited time offer while reinforcing the collaboration’s fiery, crave-driven appeal.

Credits & Creative Partners:

Production: Bold Poppy

Food Stylist: Tyna Hoang

Prop Stylists: Sam Margherita