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Dare to Scare?

Muse Awards by Clio: 5x Gold 
Integrated Marketing | Brand Transformation | Social Media Repositioning | Digital Marketing Campaign
Featured in AdAge

Party City had been typecast as the balloon-and-birthday-cake brand. But it had an untapped identity: Halloween heavyweight. To prove their decor wasn't just cute — it was legitimately scary. My partner, Emma, and I concepted "Dare to Scare" and developed the campaign from brief through production.

The idea: stage real scares using Party City products, capture the unfiltered reactions on hidden cameras, and let the footage make the argument. I wrote the initial concepts and scripts, art directed the campaign's visual identity, led the video edits post-production, and oversaw the logo and site refresh that transformed Party City's entire look for the season. The result was a social-first campaign that rewired perception — and landed in AdAge.

Social/Digital/Experential

Leading up to Halloween, we transformed the identity across social and digital, leaving a much darker Party City in its wake.

Side-by-side screenshots of Instagram posts by partycity. The left post shows a colorful, spooky Halloween mask with a monster face, sharp teeth, and a dragon on the forehead, on a pink background. The text overlay reads, "IT'S TIME TO PULL YOUR SKELETONS OUT OF THE CLOSET." The right post has a pastel green background with scattered pink teeth and a bold red text overlay that says, "WE OFFER DENTAL WORK TOO."
Laptop screen displaying the PartyCity website with a Halloween theme, including a neon sign that says "Party City" and a search bar with "halloween" typed in, among various website menu options and a red banner offering free same-day delivery.
Text showing a social media comment that says, 'That second lady done tore her ACL.'
Text message from nikki_tyson saying '😂 marketing at its finest'.
A person with a red and purple sweater and a round, colorful object in the background.
Comment from krisa__jean saying, 'The spirit is in the details,' with a laughing emoji.
Text from social media comment reads: 'This is wild but effective'
A woman in sunglasses and a pink top with her hair in a bun, smiling inside a circle profile picture.
A social media comment from the account 'renacioreyes' saying 'Omg this ad'
Person with colorful rainbow hair using a smartphone in an elevator with stainless steel walls.
Instagram comment from user alondritah.b saying 'I would literally die' with a crying emoji.
A laptop displaying a website with eyes in compartments and text about body parts."
Monitor displaying five surveillance camera feeds showing a reception area with chairs, tables, and people sitting or standing, some engaging in conversations.
A woman with black hair receives a cosmetic skincare treatment with a gel or peel applied to her cheek and neck. 
CCO: Toygar Bazarkaya   ECD: Della Matthew   CD: Rocio Alvarado   AD: Ryan Bailey   CW: Emma Murphy   Director: Sam Cadman