SUPERPRETZEL
SUPERPRETZEL is adventurous, timeless, and dependable - a snack that brings smiles to children’s faces as well as adults. With this project, we wanted to leverage existing brand elements while also introducing new and ownable elements to really bring this brand to life.
Our client wanted to expand their audience beyond parents and children, and make an effort to reach a younger adult generation. With this in mind, we came up with new ways to utilize existing product photography and introduced more illustrative graphics in addition to the lovable characters we created for them.
Art Direction
Illustration
Digital & Print
Advertising & Branding
Initial character designs in development for animated spots that appeared on streaming platforms like Hulu and Youtube
Initial character designs in development for animated spots that appeared on streaming platforms like Hulu and Youtube
"Mom" character initial designs
"Mom" character initial designs
"Mom" character initial designs
Storyboard for the animated spots
Throughout the 2-3 years I spent at 160over90, SUPERPRETZEL was my proudest project I got to work on. My team allowed me independent creative expression - I got to create shotlists and bring them to life on set. Making doodles and simple animations for concept presentations for the clients was my dream. The clients kept saying “yes!” enthusiastically to our ideas and thus the evolution of this new campaign came to life in the forms of social posts, train wraps, photoshoots, animated commercials, and digital billboards shining bright above the highway on the way to Lincoln Financial Field.
I’m happy to see this brand continue its vibrant and contagious energy today through their online and physical presence. Check out their website that features my illustrations and designs!