Building Shared Moments
This project treated illustration as a marketing system rather than a decorative layer. Using Halloween as a time-bound cultural moment, I designed a limited-edition merchandise activation that created a direct, offline entry point into my work.
The strategy focused on attention, memorability, and conversion through physical interaction.
By placing custom-designed merchandise directly into people’s hands, the work bypassed traditional digital saturation and created a moment of curiosity that invited follow-through. Each artifact was designed to stand alone while also working together as a cohesive set.
The same approach can extend to larger marketing initiatives by treating creative assets as modular systems rather than single-use deliverables. Illustration, physical touchpoints, and digital entry points can be designed to work together — allowing campaigns to move fluidly across environments, audiences, and moments.
By anchoring campaigns in tangible interaction and supporting them with flexible digital pathways, brands can create experiences that cut through noise, encourage exploration, and scale without losing personality. This model supports experimentation, localization, and iteration — making it well suited for launches, community-driven campaigns, and experiential marketing at scale.
The activation created a memorable point of contact that felt personal rather than promotional. By pairing illustration-led merchandise with a clear digital pathway, the project encouraged discovery beyond the initial interaction and extended engagement past the moment itself.
