Every October, IHOP’s iconic Happy Face pancake gets a spooky makeover and a limited-time promo for Halloween. After lackluster executions in the years previous, we were tasked with reimagining the look and feel of the campaign imagery.

Associate Creative Director, David Yu, made me the lead creative on the project, allowing me to sketch out the photo composition, plan the props, and choose the colors that would come together to serve as the key image across the entire campaign. Once the photos came back from Lew Roberston, I retouched the images and created custom typography to enhance the special Halloween look and feel. The resulting and image and typography were used across all promotional materials for the 2024 Scary Face pancake campaign, spanning print, in-store POP, and digital assets for web, ads, and email marketing.

I had the same role and input for the 2024 October Pancake of the Month, available to view here.