The American Pecan Promotion Board tasked Signal Theory with reframing pecans as a craveable, on-the-go snack. The "Surprisingly Snackable Pecans" campaign included a Times Square takeover as one of several activations, translating the campaign's visual system into animated billboard content timed to cultural moments, including World Series-themed boards during the baseball playoffs and Chappell Roan-inspired content during her Midwest Princess moment.

I worked alongside Joe and Nick on the Times Square animations, contributing storyboarding for the spots and adapting content for each placement's specs and timing. The broader team effort spanned Instacart placements, shelf talkers, video ads, and banner ads. The overall "Surprisingly Snackable Pecans" campaign earned Best of Show at the 2026 Kansas City ADDY Awards, a Gold ADDY for Integrated Brand Identity Campaign, Best of Show – Consumer Audiences, and First Place at the Best of NAMA regional awards.