HURTS LIKE HEAVEN.
What is it about hot sauce that makes it so delicious yet so painful? Once you're hooked on the spice, you can't go back to boring. In a way, we're in a toxic relationship with hot sauce. We created a Brand Character to embody this phenomenon.
My Idea: Meet Ignacio, the telenovela bad-boy of your mother's worst nightmares. His love hurts like heaven.
Role: Creative Concept & Copywriting
Chase Grimes, Art Direction