When our Art Director approached me with a proof of concept for an April Fool’s Day prank promoting Illegal Pete’s “groundbreaking, epicurean pop-up” experience, I knew we had to run with the idea. We scraped together our modest video budget, called upon a few friends in the Denver creative scene, and fashioned a script and set. Illegalité was born. We rolled out the finished product on social media the morning of April 1 with the accompanying copy:

Today’s burrito connoisseur demands a new approach to the dining experience. Introducing something totally unprecedented: Illegal Pete’s groundbreaking epicurean pop-up.

Eater picked up the up on the prank and we were featured alongside McDonald’s, Starbucks, Pizza Hut, and other national brands in their compilation: The Best (and Worst) April Fools’ Day 2019 Food Pranks

Instagram Stills:

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We generated brand awareness on a national level, received traction and buzz on social media, and gained video production experience.