Taco Bell Live Más Drive-thru Cam

Challenge

For their 2025 Super Bowl ad Taco Bell wanted to ditch the usual celebrity endorsements, shining a light on their vibrant community instead. The idea: turn the drive-thru into a mobile photo booth, giving fans their moment in the spotlight while generating authentic content for advertising’s biggest stage.

Strategy

The Live Más Drive-Thru Cam, created with Biite, was a traveling drive-thru photo booth that stopped at five restaurants across five states. Fans drove under a tech-enabled arch, snapped photos with their crew and Taco Bell haul, and got filmstrip-style digital takeaways via the Taco Bell app or email. With consent, their photos could even appear in Taco Bell’s Super Bowl commercial.

Custom-designed and ready to travel

Made primarily from metal with vinyl detailing and LED lights, the archway hosted multiple cameras and tracked car positioning. Our physical build was weatherproof, sturdy, and made with easy assembly and disassembly in mind.

Practice makes perfect

Bringing the project to life, in less than eight weeks, meant rigorous testing—optimizing file sizes for quick delivery to fans, ensuring the structure fit all car sizes, and adapting to varying temperatures and lighting conditions.