Arby’s House of Italian Beef

(Ving Rhames voice) We had the beef.

Italian Beef is a Chicago pop-food icon, but Arby’s needed a way to educate New Yorkers about this regional classic. So Chain created the House of Italian Beef in Chelsea: An art gallery pop-up celebrating the cultural history and impact of this beefy delicacy.

As Creative Director for Chain, I led concepting and commissioning for the original art pieces (all odes to the Italian Beef), art direction, and campaign storytelling, with a quick trip to Chicago to film with the legend (and inspo for The Bear) Chris Zucchero. And our museum of beef had juicy results, with earned media impressions upwards of 756M.