Jacksonville, FL — (October 15, 2024) – Creative and production studio TigerLily partnered with StudioNow and Krystal – the original quick-service restaurant chain in the South — to create a :30 spot reminding burger lovers “it’s cool to be square” – a reference to the chain’s classic square-shaped sliders. “Steamin’ Since 1932” debuts this week as part of an evergreen brand campaign celebrating Krystal’s generational love for over 90 years. The campaign will run on linear and broadcast TV, CTV, digital, and social.
The mixed-media spot is a motion graphics-driven scrapbook of Krystal’s best-of moments – old photos, commercials, and newspaper clippings juxtaposed with contemporary scenes of people enjoying Krystal. “Take a fresh, hot, small square trip down memory lane. For moments to remember, cherish, and crave… with Krystal,” the ‘60s-style VO says at the ad’s conclusion.
“At Krystal, our history is a vital part of who we are, and this campaign perfectly captures the timeless connection our customers have had with our iconic sliders for over 90 years,” said Kaitlin Stoehr, Senior Director of Marketing at Krystal. “By blending nostalgic and modern moments, we’re celebrating the love and memories our customers have shared with Krystal across generations while reminding everyone our sliders are just as crave-worthy today.”
“It was important to express the timeless and universal experiences people cherish about Krystal – and the many places they take place, whether they’re dining in, hitting the drive-thru, or taking a Sackful of Krystals and Pups to the ballpark,” explained Gina Fallon, TigerLily SVP of Production and co-creative lead on this project.
Gina Fallon concepted the spot based on extensive research and old newspaper stories about the Krystal brand. From there, TigerLily Chief Creative Officer Andrew Fallon developed the script and sourced much of the spot’s imagery from the Krystal archives at the University of Tennessee at Chattanooga, working closely with Krystal’s Stoehr and Brand Marketing Manager Rachel Ziner.
Representing the modern-day Krystal experience, TigerLily filmed at a restaurant location in Atlanta, where the Krystal offices are located. From interiors to tabletop shots of Krystal menu items, the crew photographed 80 images in total. The shoot also included converting a parked RV into a college dorm room to minimize travel time.
For period-specific photos and imagery not available in the archives, TigerLily used AI, collaborating with James White, a Creative Director specializing in human-AI design solutions at Laetro, a tech platform focused on generating AI content responsibly.
“We used as many real historical photos as possible,” said Andrew Fallon. “The three AI images were based on scenes we found in our research but couldn’t source organically, so we staged these images on set, framing and positioning the actors for AI processing. We fed the content and historical references into Laetro’s proprietary AI models, then printed, rephotographed, and treated the images to maximize the analog look and feel the vintage shots needed.”
For the graphics, TigerLily designed a mixed-media collage with a taped-on-the-wall newspaper clipping look.
“The mash-up-style graphics have a big attitude and perfectly capture the brand legacy of Krystal, blending heart-warming nostalgia with a stylish and modern feel,” added Andrew Fallon.
“Krystal is a renegade brand that embraces taking creative risks,” concluded Gina Fallon. “We loved collaborating with their team. Even though they live and breathe the Krystal brand every day, they remain open to experimenting and trying out new approaches in brand storytelling and know how to have fun with it.”
