Bonefish Grill Campaign

This “transitional” campaign was designed to bridge where the Bonefish Grill brand had been — warm, rich, and atmospheric — to where it was headed: a cleaner, fresher, brighter dining experience reflected in newer concept stores.

Our strategy hinged on one brand truth, rooted in a simple insight: freshness is meant to be shared. Freshness can be discovering a new restaurant together, trying a new twist on a familiar flavor, or lingering over a cocktail with friends — and these moments are most memorable when shared.

For Bonefish Grill, this idea was already embedded in core brand attributes like fresh, memorable, and unique. Others simply needed a slight shift — from vibrant to joyful, from comfortable to authentic — to reflect the evolution of the dining environment.

Our creative drew a parallel between the fleeting nature of fresh seafood and the fleeting nature of the moments we savor together. Through honest, artful storytelling, we celebrated the joy, craft, and spontaneity behind every bite and every sip.

Because it’s in those fleeting instants — shared and remembered — that the Bonefish Grill experience truly comes together.