Monster Pops
The Approach
As the lead creative on a fast-moving team, I helped bring Monster Pops to life from scratch. I led the brand's creative direction—developing visual identity, campaign concepts, and social content strategy—while collaborating closely with our social team to shape our launch approach. We kicked things off with a digital-first mindset, leaning into video, motion, and bold kid-core visuals that felt like summer in a scroll. From on-location production to post, I made sure every frame helped build brand recognition.
Role:
Sr. Art Director
Context:
Iluminere Digital Marketing
Scope of Work
Content Strategy
Monthly Content Calendar Planning
Shot List & Shoot Planning
Production & Post-Production
Photography & Videography
UGC Content
Web Design
Branding
Packaging
No followers? No problem.
The Social Strategy
Starting from zero meant every scroll, comment, and save mattered. We didn’t just launch and hope for the best — we tested, learned, and doubled down. From couples banter in store to behind-the-scenes factory footage, we turned real-time insights into high-performing creative almost instantly. We used those reactions as a north star, quickly adapting our visuals to match what our growing audience loved most. The result? A brand that felt like it was made with the internet, not just for it.
Turning heads from the bottom shelf.
The Brand Strategy
Because Monster Pops hit shelves before making their online debut, the brand's new packaging, website, and print assets needed to create an immediate connection. We built a visual system that blended maximalist, candy-coated aesthetics with a cost-effective design strategy. The result? Eye-catching packaging, modular layouts for easy extension, and a flexible system that played well with signage and future partnerships. Our early success with social helped expand the scope into more traditional channels.
