In 2023, following a bankruptcy, Party City had one mission: shake off their smiley birthday balloon rep and prove they could take Halloween to new levels of scary. After our stellar Media team secured the business, I led a small and daring team in securing incremental Creative scope to help Party City regain their creds as the scariest destination for everything your nightmares are made of this Halloween.

We pitched an integrated campaign including influencer and interactive shoppable Pins. but the real fun was in our three jump scare prank videos all crafted using exclusively Party City SFX makeup, props, decor and costumes to scare real unsuspecting people arriving for ‘market research’.

Role: Group Creative Director