Popping Open a New Consumer Experience

For the Walmart-exclusive launch of Skittles Pop’d, I led the creative art direction from strategic concept through execution, working closely with brand, shopper, and cross-functional teams. We rooted the campaign in a key behavioral insight: consumers are obsessed with the sensory satisfaction of freeze-dried snacks—and Skittles Pop’d delivered just that.

Partnering with creative strategists, copywriters, and designers, we developed a bold, curiosity-driven visual platform dubbed the "Pop-up shop." The work came to life through immersive media placements—from Custom Brand Page, Homepage takeovers to interactive in-store moments—designed to amplify discovery and drive engagement.

The Program was Designed to stop the scroll, spark discovery, and drive conversion. the campaign not only exceeded performance goals in both awareness and product sell-through. it was also selected by Mars Wrigley for submission to the Cannes Lions Awards, recognizing its creative and commercial impact.