— Print Ad Campaign —

Roberto’s Taco Shop


Concept Development
Art Director


Adobe InDesign
Adobe Illustrator
Adobe Photoshop
Photo Retouching


Roberto's Tack Shop Oceanside locationThis is the Roberto’s Taco Shop. A tiny fast food place located in Oceanside, CA – about 50 miles from the US/Mexico border. The Mexican food is so good that 3 out of 5 times you would get the wrong order — and not care!

One of the reasons the food is so good is because just about everyone who worked there was from Mexico.

A little research turned up an interesting fact: the employees never seemed to be around for long. Every week there were new people. At first, I thought they were all enrolling at the Culinary Institute of America. As it turned out, the Immigration and Naturalization Service was catching and deporting them.

That’s when I was struck with a novel creative strategy: tell the truth.