Care Bears x Wicked
To support the launch of Wicked For Good, I collaborated with internal teams and Warner Bros. to develop a social and advertising campaign inspired by the film and its world. The campaign focused on bringing the Wicked aesthetic into the Care Bear space while creating a cohesive visual direction across the campaign.
I oversaw the creative process from concept development through final asset delivery, collaborating with internal teams and the Warner Bros. team throughout development and approvals. My responsibilities included concept development, creative and art direction, prop direction, styling, campaign development, attending meetings with Warner Bros., production, licensing, and post-production.
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
When developing the visual direction for the Care Bears × Wicked campaign, I researched existing Wicked marketing campaigns and drew inspiration from the visual language of the films. This research helped establish the overall mood, styling, props, color direction, and photographic approach for the campaign.
The goal was to create a world that felt authentic to the Wicked films while still maintaining the recognizable personality of Care Bears. I focused on finding a balance between the dramatic and cinematic qualities of Wicked and the playful, caring, and lovable nature of the Care Bears IP, allowing both brands to feel naturally represented throughout the campaign.
Care Bears x Wicked
Social media posts and META ads
The creative team and I worked on a fun recreation of the movie trailer. This image was used on social media as a teaser for the film.
The creative team and I jumped on recreating a story post that Ariana Grande posted while on set. We managed to shoot, edit, and post within hours. Ariana Grande reposted our image to her 362M followers that same day.
Care Bears x Wicked Amazon Storefront Design
ROLE
Creative Direction · Art Direction · Graphic Design
RESPONSIBILITIES
Concept Development · Brand Collaboration · Licensing · Graphic Design
Care Bears x Wicked Campaign Mailer
ROLE
Art Direction · Packaging Designer
RESPONSIBILITIES
Brand Collaboration · Licensing · Packaging Design
The mailer was designed as an interactive unboxing experience, with the box pulling apart to reveal the Care Bears 2-pack inside. After unboxing, the pink and green panels of the mailer could be folded out and used as display stands, allowing fans to continue using the packaging to showcase their product.
The design was developed using the official Wicked style guide provided by Warner Bros., ensuring the mailer incorporated the film’s visual language while maintaining the Care Bears brand identity.
