The Sandwich Cannon
Information architect for Jimmy John’s, 2012
Strategy:
Sandwich ordering is a form. The bet was a menu you play: fire the Jimmy John's product line at whoever is in front of the camera, and learn the sandwiches by making a mess.
Design:
Pick your target, live or a photo. Spin the wheel for ammo: the Gargantuan or a kitten. Fire. Shot review, then share the video.
Leadership:
I was the information architect at Evolution Bureau, shaping the product experience from the flows to the interface with EVB's design team. Jimmy John's lawyers approved it. The app has since been pulled.
Food fights are so 8th grade.
Product in Hand
Freaky fast ammo.
Black stripes, a red badge. Pick Your Target: Live or Photo. Freaky Fast Ammo spins a wheel with the sandwiches and a kitten on it. A red cannon at the bottom of the frame, one button that says Fire.
Screens
Product in Life
You learn the menu by making a mess.
It is a menu. You learn what is on a Gargantuan by firing one at the dog in the snow, and the video you share afterwards is an ad you made yourself.
Product in Culture
Icons with nothing to do.
Branded apps were a land grab: every chain wanted an icon on the home screen and had nothing for it to do. Play was the honest use. Most of that generation has been pulled since. This one had a reason to exist while it did.
“The result was magical and hilarious.”
Position:
Information architect at Evolution Bureau
Services:
Research, Strategy, Design
Partner:
Jimmy John’s
Status:
Launched, 2012