Creative Director: Jason Liberatore
Associate Creative Director: Chris Cino
Associate Design Director: John Garofalo
TV, OLV, Social Media, Live Even Activations, Livestreams
Objective: Make Pop-Tarts relevant to a more mature audience + celebrate its fandom.
Solution: We gave everyday fans a shot to be true co-collaborators by enlisting them to create custom merch other fans could use to show off their love of Pop-Tarts and completely integrated it into every aspect of Pop-Tarts advertising.
Results: 1.5 million total Impressions, 6 thousand attendees over 2 days (double the expected turnout) and 15 thousand sampled Pop-Tarts over on weekend at Tyler The Creator's Camp Flog Gnaw.
Role and Responsibilities: Associate Creative Director. I was the art lead through every aspect of the campaign. Writing scripts, identifying the creators, integrating the work into all social channels and overseeing the design and execution of the Pop-Tarts Block party live event activation at Camp Flog Gnaw.
Our big official drop was a fully-immersive experience at the Gen Z mecca for music and streetwear:
Tyler The Creator’s Camp Flog Gnaw Carnival.
Tyler even got in on the fun and collaborated with us on his own Pop-Tarts design.
We even had two exclusive surprise performances by Camp Flog Gnaw performers Destiny Rodgers and Elephant Gym