I led integrated creative across packaging, in-store, digital UX and UI, production, and experiential, mentoring junior art directors and working across strategy, media, account, production, and client.
I led all design and art direction on the digital products in this section: roughly 35 screens across four consumer platforms, plus the in-store systems that fed them.
A brand partnership usually means putting a logo on a bag. These three tried to do something to the product itself.
A chip is not a collectible. A twelve-inch chip housed like a movie prop, in a case built to match the film's own prop cases, is.
The packaging borrowed the property's language rather than stamping a logo on it. The associated digital experience generated 350,000+ game plays.
Far From Home is about a hero traveling in disguise. So the bag went incognito, wearing the suit: red, web texture, the black spider mark centered. The surrounding product read as a European school trip, right down to the passport and the country pins.
A promotional platform built on a bag-code mechanic. Buy a marked bag, enter the code, play for Madden prizes and a Super Bowl trip.
Nineteen screens, including three distinct lose states. Designing failure is the unglamorous half of product design and it is where most promotional platforms fall apart.
The Madden bag code was not a one-off. It was the same move four different ways.
A mobile game with tunnel-perspective gameplay, streak and hit counters, and a three-panel onboarding that teaches the whole thing without a paragraph of text. The results screen converts a score into a sweepstakes entry behind a register prompt. Play becomes data capture.
A Halloween program built on fortune telling, with Chester Cheetah as a vampire fortune teller.
The front of the bag sells the idea. The back does the work: a URL, a share of $50K, and a Snapcode that brought Chester to life in Snapchat. AR on a CPG package in 2018.
Find an unusual shape in your bag, photograph it, win a share of $100K in prizes inspired by your shape.
No additional purchase. It generates user content automatically. And it turned something people were already doing informally into the entry mechanic. A weekly winner carousel gave it a reason to come back.
Four products, one thesis: the package is the top of the funnel. Bag code, score-to-entry, Snapcode, photograph your chip. Different mechanics, same conversion.
Doritos with Complex and Lil Baby, built around a $100,000 prize pool. A competition with real stakes rather than a branded playlist.
The campaign music reached #15 on the Billboard chart, which almost no branded music content does.
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