Panera Bread “Live Your Yes”

Brand Campaign
Creative Director
2021

Created in collaboration with Mother, Live Your Yes was a national brand campaign designed to bring more energy, optimism, and personality to Panera’s expression in market.

Built around a simple premise — saying yes to the things you genuinely enjoy — the campaign moved the brand beyond purely functional food messaging and toward a more emotional, lifestyle-oriented idea. The work connected Panera’s menu and broader brand promise to moments of pleasure, spontaneity, and everyday indulgence.

Visually, the campaign leaned into bold food photography, appetite appeal, playful composition, and a more expressive tone designed to work across television, digital, social, and promotional channels. The platform also supported specific product stories while maintaining a consistent overarching idea.

As Creative Director, I led the client-side creative development and execution, partnering with Mother and internal teams to shape the visual expression, campaign system, and production while maintaining consistency across a high volume of customer-facing touchpoints.

The result gave Panera a more energetic and emotionally driven platform — one that connected the food to a broader feeling of optimism and made the brand feel more expressive, contemporary, and culturally relevant.

Credits

Brand
Panera Bread

Campaign
“Live Your Yes” Brand Campaign

Role
Creative Director

Creative Agency
Mother New York

Production Company
MJZ

Year
2021