Taco Bell has selected 22-year-old content creator Ashley Xu to direct their latest television commercial.

The fast-food chain’s decision to hire Xu, who describes herself as a “wannabe filmmaker,” departs from conventional commercial directing practices. According to former TikTok Head of Global Marketing Nick Tran, this move aligns with changing social media dynamics in advertising, particularly the need for “scroll-stopping” content.

“This is an amazing gig for a young creative in the space,” Tran wrote on LinkedIn, highlighting how the partnership serves multiple strategic purposes. Beyond the commercial itself, Xu’s documentation of the production process on social media platforms creates additional marketing opportunities through behind-the-scenes content and production vlogs.

The production maintained professional industry standards, including a rented set, food stylist, and marketing managers, while incorporating Xu’s creative direction. Advertising agency Laundry Service oversaw the project, with Lauren Lohse and Alex Kalbli as key production partners.

Xu, who developed the concept and wrote the shot list for the commercial, described the experience as “surreal.” The project was managed by Palette MGMT’s Kevin Pham and Danny Garrison.

The commercial has completed production, though its release date has not been disclosed.