In 2024, IHOP ran a wildly successful Pancake of the Month (POTM) program, where an exclusive, seasonal flavor was released each month. For October, the special pancake of the month was Reese’s Pieces pancakes, which would be marketed alongside the Scary Face pancakes limited-time offer.

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 graphics to enhance the special Halloween look and feel. The resulting and image and graphic treatments were used across all promotional materials for the 2024 October POTM 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 Halloween Scary Face pancake campaign, available to view here.