Blind Box Content
For this blind box collection campaign, I led the creative direction for a lifestyle-focused photo and video shoot featuring brands including Butter Bear, Maltese, Minions, and Sanrio. The campaign was designed to appeal to Gen Z and Gen Alpha audiences while building awareness around the growing blind box and collectible plush trend.
I looked to established collectible brands such as Sonny Angel and Smiski for inspiration, particularly in how their products are presented within lifestyle environments. Rather than photographing the collectibles solely as traditional product shots, I wanted to show them as part of a collector's world—placed naturally throughout a real-world home environment while still incorporating subtle styling and set details inspired by each blind box theme.
I oversaw the project from initial kickoff through final asset delivery, working closely with Brand, Digital Marketing, and other internal teams to align on creative goals and campaign needs. The final assets were developed for social media and brand-awareness advertising, helping introduce the collections while directing consumers toward retail partners, primarily Target.
My responsibilities included creative and art direction, prop and styling direction, campaign development, production, and overseeing post-production to ensure the final assets were ready for delivery across channels.
ROLE
Creative Direction · Art Direction · Graphic Design · Production · Project Management
RESPONSIBILITIES
Concept Development · Brand Collaboration · Prop Direction · Styling · Licensing · Campaign Development · Production · Post-Production
The Direction
To create a distinct visual approach for each collection, I referenced the individual packaging style guides and creative assets for each brand. These materials helped inform the styling, color palettes, props, set details, and overall feel of each shoot while ensuring the photography remained consistent with the established brand identities.
Social media posts and META ads
Concept Development · Prop Direction · Styling · Licensing · Campaign Development · Production
