For the love of pop!
I was the in-house Design Team Lead at Activision for nearly five years. Later, I became an Art Director at Mutiny, a creative agency, working with Call of Duty as our main client.
ONE CAMPAIGN. MULTIPLE CHANNELS.
From social content and digital marketing to large-scale out-of-home placements, For the Love of POP! needed to feel connected wherever fans encountered it.
I led creative direction for designers while actively developing campaign assets, helping translate the visual identity across different formats, audiences, and production requirements.
The challenge was maintaining consistency at scale while giving each execution the flexibility to work within its specific channel.
Together, these touchpoints helped create a recognizable campaign presence across the broader Funko experience.
CAMPAIGN BRANDING & VISUAL DIRECTION
For the Love of POP! was built around a simple idea: celebrating the characters, stories, and fandoms that bring people together.
I helped establish and lead the campaign's creative direction, developing a bold, playful visual approach that could connect a wide range of entertainment franchises while maintaining a recognizable Funko identity.
Through vibrant colors, graphic shapes, expressive typography, and character-focused compositions, we created a flexible creative language that could adapt to different properties, platforms, and marketing moments.
I directed designers throughout the campaign while remaining hands-on in the creative execution, helping ensure consistency without losing the personality of each individual fandom.
A CREATIVE SYSTEM BUILT FOR FANDOM
One of the biggest creative challenges was developing a campaign system flexible enough to work across multiple entertainment franchises, each with its own visual identity and audience.
I helped guide the creative direction across the campaign, working with designers to maintain a consistent Funko look and feel while allowing individual properties to retain their distinct personalities.
Rather than forcing every franchise into the same visual treatment, we used the campaign's recognizable branding and graphic language to connect different creative executions.
The result was a scalable visual approach that could support everything from major entertainment releases to smaller fan-focused moments while keeping the campaign cohesive.
BRINGING FANDOM TO LIFE
For the Love of POP! extended beyond traditional campaign advertising, creating opportunities for fans to engage with the characters and franchises they love.
Through interactive content, fan-focused storytelling, convention activations, and promotional experiences, the campaign brought the creative platform into real-world moments.
I helped direct the visual execution across campaign touchpoints, working with designers to translate the campaign identity into experiences that felt connected, recognizable, and distinctly Funko.
The goal was to create more than awareness. It was to make fandom something people could actively participate in.
