Creative Director
Creative Director
Dum-Dums is a beloved lollipop brand that has become a nostalgic favorite for candy fans of all ages across the nation. In 2022, my team embarked on a creative journey to launch the first brand campaign for Dum-Dums in over three decades. Our mission was to evoke that delightful, childlike wonder of stepping into a candy store, filled with excitement and endless sugary possibilities. We wanted to remind consumers that each colorful bag or bowl of Dum-Dums is brimming with their cherished flavors, anxiously waiting to sprinkle a “Pop of Joy” into their daily routine. To bring this vision to life, we centered our campaign around the enchanting and festive spirit of Halloween, the ultimate celebration of all things sweet.
Press: Little Black Book
This enchanting tale revolves around a young witch navigating the trials of adolescence in a whimsical Halloween town teeming with quirky monsters. While her surroundings are filled with ghoulish creatures, the true source of her fear lies in the daunting journey of growing up. Amidst the muted tones of a black-and-white illustrated world, the Dum-Dums stand out as vibrant bursts of color. These cheerful lollipops symbolize the sweetness and joy that brighten our lives, offering a delightful contrast to the otherwise monochrome atmosphere.
Production: Nathan Love