Mccann breaks the first work for Joe's Crab Shack since winning the account back in November. My first thought upon viewing it was, I didn't know Instagram made filters for movie cameras. And speaking of social media, judging by the video game app and Facebook page and Pinterest and Twitter page, they really want you to be social.

Sorry, I just got a vision of someone wearing a bib, using their crabby hands dyed burnt sienna from Old Bay seasoning all over their iPhone and felt queasy.