Chosen Family Portraits

While friendsgiving still gets love from Cultural Rebels (our strategic name for our trendy, queer, Gen Z audience), the real IYKYK story here is about their approach to the holiday season at-large.

For many, this means spending time with chosen family during the holiday season and creating new traditions with them. Taco Bell took the opportunity to show up differently for The Culture during a common tentpole moment: the holiday season. 

How did we do that, with our Chosen Family Holiday Portraits campaign.

Historically, holiday family portraits are culturally associated with traditional families, leaving chosen families without a way to commemorate their holiday memories. The idea? Let’s turn Taco Bell dining rooms into the hot spot to get your (Chosen) Family Holiday Photos taken this season.

Say, “Queso”!

We took over the dining room at the Taco Bell Cantina in Times Square in NYC and turned it into our own holiday photo studio. We also invited Cultural Rebel influencers and their families to attend, and hired Daniel Roa (they/them), a professional LGBTQIA+ photographer, to capture their portraits.

Jingle Bells, am I right?

The creative team worked harder than Santa’s elves to put together a funky, colorful and nostalgic photo set inside of a Taco Bell for the photoshoot, full of custom wrapping paper, cheesy 90’s wall arts, and funky furniture straight from your grandmother’s house.