The Taco Bell team found a Reddit post about this guy Tommy who was willing to go to the ends of the Earth to get his hands on his favorite food: the Quesalupa. We decided Tommy’s story was ridiculous and awesome and needed to be shared. But we wanted to celebrate not only him, but the Reddit community of Taco Bell fans.

So we created an open call to the Reddit creator communities - the composers, the artists, graphic designers, illustrators and any other community we could get our hands on, and very carefully (because, brands on Reddit can very quickly become “ew”) asked for their help (compensating them of course). The Reddit communities loved the idea and the end product, and we got to celebrate a fan in a way that felt authentic to them.