my role:
Led the creative concept, campaign look and feel, and design execution across all point-of-sale for this multi-brand Halloween program over two consecutive years. Photo composited all product and cocktail imagery—eliminating the need for a shoot—and created initial sketches later refined by a professional illustrator. Oversaw final retouching to ensure cohesion and quality across all assets.
Year 1
Year 2
The Pernod Ricard team came to us with a surprising insight:
Retailers often found Halloween point-of-sale materials too tame—and were known to "spook them up" with party store skeletons and makeshift décor before hitting the floor. We couldn't let that happen. Enter Bring the Boos—a ringer idea that stole the show. Originally pitched as a bonus concept, it quickly became the cornerstone of the campaign, blending spine-chilling visuals with Halloween gifting and shopper appeal to deliver a seasonal program that was equal parts eerie and effective.
From here, we blew out Bring the Boos with a world of haunting visuals—severed hands and cobwebs to hold the bottles, coffins and skeletal trees to stop shoppers in-store and more. To dial up the creep factor, we even created custom skull bottle-toppers perfect for leaving on the neighbors’ porch.
And Despite only asking for one premium display initially, the clients were so excited by the options we presented that they chose to move forward with both our haunted house and coffin concepts.
Clients love to ask for work that "scares them," but those ideas rarely live to see the light of day. With a brand team ready to take a leap into the underworld, we were able to deliver something that wowed retailers, resulting in a
222% YoY increase in orders
