The "Texas Favorites" billboard series tells a three-part story in which TX Burger is a part of of a man's life as he grows from child to teenager to old man.
The name “Texas Favorites” refers to TX Burger being a staple of Texas life along with Dogs, Fishing, Pick-Up truck dates, and Adventuring Outdoors, all of which are themes in the various images in the billboards. We created 5 unique scenes that capture specific moments in our character’s life as he ages.
We made a map of the 15 billboard locations and which direction each faced. The intention was to make it so that a traveler did not see the exact same billboard twice on a trip. The locations are strategically placed so that a driver going to Dallas and back will see one version of the three-part story on the drive up and the same story from another perspective on the return trip. The story is also told on various other linear routes across Texas.