Pink Halloween
Art Direction, Package Design
2023 Photographer: Hyuna Shin, Video Graph: Jiwon Choi, Producer: Ester Davidov, Assistant Designer: Jacklyn Czapla
Our goal was to create a Halloween campaign unlike any other, departing from the ordinary dark visuals KISS had used for years. Research revealed a Gen-Z trend: pink-colored nails and accessories for a youthful and fresh Halloween vibe, breaking away from the traditional pumpkin orange. It inspired the creation of the Pink Halloween concept, which incorporates black drops, stitches, ghosts, and other graphic elements commonly used in pink-themed nail designs.
The packaging maintains the vibrant and eye-catching characteristics unique to pink. To make the product stand out in retail stores, I used Neon Pink (Pantone 913C) to enhance its individuality and contrast with the black graphics.
For the photo direction, I chose flashlights instead of the usual studio lights, inspired by Terry Richardson's photography. This approach complemented the pink palette, capturing candid and slightly drunk moments at the climax of a Halloween party. We ensured the concept was consistent across packaging, photography, online, and displays.
