Fanta has been steadily positioning itself as a brand that owns Halloween as a cultural moment, turning the season into a large-scale platform that spans packaging, social content, and immersive experiences. However, as the campaign grows across markets and touchpoints, maintaining a consistent yet fresh creative expression becomes increasingly complex. This raises a key question:
How might we scale a high-impact Halloween campaign while keeping it visually engaging, culturally relevant, and adaptable across formats?
I approached this by reframing the campaign not as a collection of individual assets, but as a cohesive creative system. Instead of designing isolated executions, the focus was on defining a visual and narrative language that could evolve across different channels, from static ads to motion and social, while still maintaining a strong, recognizable identity rooted in playful horror and “safe scare” aesthetics.
Generative AI supported this process by enabling rapid exploration of visual variations, helping test different characters, compositions, and levels of distortion. The hand holding the can was adapted across different scenarios, such as Halloween Decorations and Horror Movie contexts. For image generation, I used Adobe Firefly (Nano Banana) and Midjourney.
