HASBRO TOYS
Nostalgia Meets Imagination.
The objective was to build on the nostalgia of the Lite-Brite brand while launching “Lite-Brite: Worlds of Wonder” shows in Toronto and other cities worldwide. i oversaw my team as we developed brand materials, crafted the launch campaign, and organized events in cities from Toronto, Las Vegas, Sydney, to Los Angeles.
I also integrated advertising and user-generated social campaigns to connect audiences with the show’s theme of creativity and imagination. As Creative Director, I oversaw all marketing assets, photography, and video production, ensuring the campaign resonated with both longtime fans and new audiences.
My Role: Creative Director
Project Partners: Secret Location
Client: Hasbro, Lite-Brite
LOGO DESIGN & BRAND GUIDELINES
For about two years, I help work on building the Illuminarium brand and helped launch the Toronto venue and supported others across North America. I collaborated with teams across multiple locations to ensure brand consistency and supported marketing efforts with campaigns and tactics like UG
TRAILER
For about two years, I help work on building the Illuminarium brand and helped launch the Toronto venue and supported others across North America. I collaborated with teams across multiple locations to ensure brand consistency and supported marketing efforts with campaigns and tactics like UG
360 PAID CAMPAIGNS ACROSS LOCATIONS
For about two years, I help work on building the Illuminarium brand and helped launch the Toronto venue and supported others across North America. I collaborated with teams across multiple locations to ensure brand consistency and supported marketing efforts with campaigns and tactics like UG
SOCIAL STRATEGY & CONTENT CREATION
For about two years, I help work on building the Illuminarium brand and helped launch the Toronto venue and supported others across North America. I collaborated with teams across multiple locations to ensure brand consistency and supported marketing efforts with campaigns and tactics like UG
TBD
For about two years, I help work on building the Illuminarium brand and helped launch the Toronto venue and supported others across North America. I collaborated with teams across multiple locations to ensure brand consistency and supported marketing efforts with campaigns and tactics like UG
Nostalgia Meets Imagination
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Nostalgia Meets Imagination •
PRESS
& RESULTS
Lite-Brite: Worlds of Wonder has been a global sensation, garnering extensive press coverage from outlets like Fox and CBC, as well as major blogs and influencers worldwide. Even the Kardashians visited the LA location, adding to the buzz. This widespread attention resulted in over 3 billion impressions across PR and social channels, driving significant ticket sales and solidifying the experience as a must-see attraction.
2024
2024
2024
2024