ART DIRECTOR & LEAD VIDEO EDITOR
SKILLS: Art Director · BRANDING · Designer · Motion Designer
As part of Sun-Maid's social agency of record,
our team was brought in as a partner on the 2022 Halloweentown Takeover - a campaign built around a simple, self-aware brief: lean into raisins being the scariest thing about Halloween.
We developed a social narrative centered on the Sun-Maid Girl's villain era, deploying her and an army of Raisin Zombies across St. Helens, Oregon over a dozen disruptions - culminating in crashing the town parade. I traveled to film the activation on the ground, served as lead video editor on all content.
The campaign generated 1.2 billion media impressions, 7.4 million organic impressions, 130K engagements, and a 10.2% increase in follower count across all platforms. One video alone earned nearly 1 million views. It won two PRO Awards for best holiday/seasonal campaign and best campaign on a budget.
