Taco Bell
Dive into the Taco Bell project, a creative endeavour by Explanimate. Explore our innovative 2D and motion graphics solutions today.
About the
project
TacoBell. We’ve always wondered why Taco…Bell? Does a bell make the tacos? They don’t ring a bell when they serve you tacos. They don’t serve the tacos in a bell. TacoBelle we would understand. Seeing as “Belle” means beautiful and tacos are definitely beautiful. But why TacoBell?
We should have asked TacoBell when they approached us, asking for help in creating a video to generate hype for their new restaurant. But we were too busy thinking about the tacos.
So how to create this all important hype?
Add a little suspense of course! There’s nothing like some suspense to get audiences on the edge of their seats. So, we opened the video by announcing a new TacoBell location would be coming. But where? A visual of Australia showed it could be anywhere in the country.
Social media comments from real people quickly fill the frame. This barrage of comments requesting a restaurant to open in Perth shows the overwhelming demand TacoBell is responding to and gives audiences a hint to where the new restaurant might be.
Confirming what audiences now suspect, the visual of Australia pops up again and we see TacoBell travelling to Perth.
It took us a little while to think of the perfect way to transport the precious taco cargo all the way across Australia.
What better way to show that something is travelling somewhere then putting it on a plane? But a plane didn’t feel right for taco transportation. After all, when was the last time aeroplanes served tacos?
Then it hit us. The perfect mode of transportation for tacos already exits – the food truck!
But a food truck might give the wrong impression. Audiences might think TacoBell was simply deploying a food truck to Perth, not a whole restaurant. So we kept thinking.
Tacos are a laidback food, they have chill vibes. Chill vibes. Travelling across the country. Feels like a road trip! Nothing screams road trips like the VW van, so this became our inspiration for the taco van.
So there you have it. Perth – enjoy the tacos! We hope you love them as much as TacoBell loved our video. If you see the manager, make sure you ask them why it’s called TacoBell.
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Taco Bell was opening a new restaurant and needed a video to generate hype. With a dedicated fan base eagerly waiting for new locations, they wanted a fun and engaging way to announce their newest store, without just dropping the news in a standard post.
To build excitement, we knew we had to create suspense. The announcement needed to feel like a journey, keeping audiences guessing while making them feel involved in the reveal. Using real social media comments would reinforce that Taco Bell was listening to its fans, creating a sense of connection and anticipation.
We started by teasing the big news - Taco Bell was coming somewhere in Australia. A map appeared on screen, making it clear that it could be anywhere. Then, fan comments requesting a location in Perth flooded in, helping lead audiences toward the answer.
Now, we needed the perfect way to visually transport Taco Bell to its new home. A plane felt too impersonal. A food truck could be misleading, this was a full restaurant, not just a mobile pop-up. Instead, we leaned into the chill, road trip vibes of tacos and chose a retro VW van as our inspiration. This kept the tone fun and on-brand while visually communicating a cross-country journey.
The animation style was bold, energetic, and playful, just like Taco Bell itself. We used dynamic transitions, engaging typography, and seamless motion graphics to keep the pace lively. The journey across Australia was mapped out in a way that was easy to follow while still building anticipation for the reveal.
As always, we ran internal reviews to fine tune the pacing, ensuring the balance between suspense and clarity was just right. We also worked closely with Taco Bell to refine the messaging, making sure the excitement was clear without confusing audiences about the type of launch.
The video dropped, and the hype was instant. Fans in Perth were thrilled, engagement soared, and Taco Bell had successfully built anticipation for their latest location. The playful approach resonated with the brand’s audience, turning a simple announcement into a moment of excitement.
(Also, if anyone ever figures out why it’s called Taco Bell, let us know.)
