AZ HALLOWEEN 2024
EXCLUSIVE DROP
For the 2024 Halloween campaign, the objective shifted toward building anticipation through a phased reveal strategy. The campaign centered around two apparel pieces—a t-shirt and long sleeve—featuring a shared design, introduced through a series of teaser assets designed to spark curiosity and engagement. Throughout the entire rollout, a strong emphasis was placed on maintaining design consistency, cohesive lockups, and a unified visual identity across all assets and formats.
CREDITS:
Client: AriZona Beverages
Agency: Urbanet Studio
CGI & Motion: Reymond Drechsler
SERVICES:
Motion Systems
3D Product Visualization
3D Animation
Graphic Design
Original artwork provided by AriZona Beverages
Core Artwork & System Expansion
The campaign is a single hero artwork provided by the client, serving as the visual foundation for all creative executions. From this piece, a complete system of assets was developed—translating the original design into a range of high-end deliverables for social media, web and mobile banners.
By deconstructing and reinterpreting key visual elements from the artwork, each asset maintains a strong, cohesive identity while adapting seamlessly across formats and dimensions. This approach ensures consistency, scalability, and a premium visual standard across every touchpoint of the campaign.
Social Media
(sizzle videos)
The first phase included three teaser videos delivered in 1080×1080, 1080×1350, and 1080×1920 formats. These pieces intentionally obscured the final product by using a desaturated, grayscale treatment, encouraging the audience to guess the design ahead of the official reveal. This approach created a sense of mystery and momentum leading into the launch.
The second phase introduced a final 1080×1920 hero video, unveiling the full promotion in color and showcasing the apparel in its complete visual form.
I PHASE - TEASER VIDEOS
I I PHASE - FULL VIDEO
Web & mobile Banners
To support the campaign across digital touchpoints, two responsive website banners (homepage and mobile) were also developed, translating the campaign’s visual language into static formats. All assets were carefully optimized to meet performance requirements, with file sizes kept under 5MB to ensure fast loading times and smooth user experience.
Modular Asset System
A cohesive set of animated and static assets developed from a single core artwork provided by the client, transformed into a unified visual system. Each element was designed to maintain consistency across all formats and dimensions, ensuring a seamless brand experience regardless of placement. Built with a modular approach, the assets can be flexibly rearranged and scaled to fit any layout while preserving the integrity of the original design. This system enables efficient content production and adaptability across multiple platforms without compromising visual quality.
