How do Sun-Maid Raisins fit into Halloween? They don’t. So instead of fighting dried grape’s infamous reputation, we leaned in — hard. The result was an amazing hair-raising raisin house, a cheeky TikTok challenge, a puny cleanup kit and a flood of PR.
As creative lead, I helped develop the campaign’s strategy, creative directed and wrote copy for all assets, engineered the TikTok video’s audio, created teaser videos and helped concept the raisin house installations and the cleanup kit.
Activation | Social | Video | Email
