Lucky has been running from kids for over 50 years. With the creation of his Magic Gem Charm, we finally gave him somewhere new to hide. As lead Art Director, I worked with a writer to take Lucky somewhere he'd never been before — underground. We gave his magical forest a full visual refresh and built an entire subterranean world from scratch, realized across animation, film and packaging. The campaign ran publicly and eventually extended into a Roblox video game in partnership with Nickelodeon.
Then we helped make an obstacle course in Roblox with Nickelodeon.
Kids used the gem to light up the dark & help find the rest of the charms.
