Howlin Rays

Overview of Howlin’ Ray’s

Howlin’ Ray’s has long been recognized as the go-to destination for the best hot chicken in Los Angeles. With a fiercely loyal fanbase and a thriving social media presence, the brand’s reputation for quality and authenticity was unmatched. However, while Howlin’ excelled in showcasing its mouthwatering food and vibrant culture online, there was a gap: the true scale and heart of the operation—the people behind it—remained untold.

The Challenge

Howlin’ Ray’s social media was already a hit, but it focused primarily on the product: the chicken. What was missing was the human story—something that could showcase the depth, scale, and family-like dynamic that makes Howlin’ more than just a restaurant. The goal was to capture this essence and broaden awareness by telling the story of the core team, giving fans a deeper connection to the brand.

The Solution

To bridge this gap, I conceptualized and produced a documentary that spotlighted the core members of Howlin’ Ray’s team, diving into their stories and the culture that fuels the operation. The documentary painted a vivid picture of Howlin’ as not just a restaurant but a family, a movement, and a testament to teamwork and passion.

To complement this larger project, I also created a series of Instagram Reels and YouTube videos that brought the same storytelling energy in shorter, high-impact formats. These pieces showcased behind-the-scenes moments, personal anecdotes, and day-in-the-life snapshots that resonated deeply with Howlin’s audience.

The Results

The campaign delivered impressive results:

80,000+ views on Instagram Reels: Fans engaged with content that felt personal and relatable, amplifying their connection to the brand.

50,000+ views on YouTube: The documentary and supporting content broadened awareness and introduced Howlin’ to new audiences.

Increased engagement: The focus on storytelling sparked deeper interactions, with fans expressing their admiration for the team and love for the brand.

This initiative not only showcased the scale of Howlin’ Ray’s operations but also humanized the brand in a way that strengthened its community. By celebrating the people behind the food, we took Howlin’ Ray’s from being a beloved restaurant to a story-driven movement, deepening its impact and broadening its reach.