Integrated campaign

The “Be Both” campaign for Sweetarts tapped into Gen Z’s embrace of duality and fluid identity. We created a series of energetic mini-spots and visuals that introduced a fresh visual expression for the iconic candy brand.

A mixed-media illustration approach brought the idea of multidimensionality to life — blending styles, textures, and motion to reflect the campaign’s core message. The updated palette and color combinations helped modernize the brand while maintaining its signature vibrancy.

I defined the illustration style and partnered closely with external collaborators to develop and animate the system across campaign touchpoints. 

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My role: Art Direction & Visual Design
Scope: Illustration direction, campaign design, motion collaboration, guidelines
Design Director: Jennifer Kellogg / Creative Director: John Kovacevich / Animation & Illustration: BUCK