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Spookygreat is Supergreat’s Halloween shopping celebration—a two-week, platform-wide activation designed to get the community excited, expressive, and ready for Halloween. Built around daily makeup challenges, “trick or treat” prizes, live shopping events, and how-to’s from makeup artists, it turned the app into a constantly evolving moment of participation and play.

From radioactive glows to Frankenstein greens to endless eerie goop. The campaign takes a walk through decades of Halloween nostalgia—mixing classic tropes and symbolism with a Supergreat twist. Think crisp autumn leaves against a cotton candy sky, carried through everything from creator tools to tipping celebrations, where consistency was rewarded with “treats” for Supergreaters.

Scope
Led creative direction across the full campaign system—developing the identity, visual language, and content frameworks across app, social, and creator outputs. Built a flexible system designed for speed and iteration, allowing daily challenges, livestreams, and shopping moments to feel cohesive while constantly evolving.

Worked closely with Marketing and Product to integrate the campaign into the platform experience—extending the visual system into creator tools, reward mechanics, and in-app interactions, ensuring the campaign wasn’t just seen, but participated in.

Impact
–Drove a 2X increase in app traffic, achieving monthly growth goals within two weeks
–Delivered a fully integrated campaign across platform, social, and live content
–Increased engagement through participatory, community-led storytelling
–Established a repeatable framework for seasonal and cultural activations
Team
Hannah Minn
Sunny Li
Dewey Nguyen
Savannah Scott,
Alexis Gaskin,
Abi Whittington
Seeta Kanhai

Role
Design Direction

Type Foundry
Klim Type FoundryDeliverables
Integrated Campaign
Design system
Editorial Illustration
Website
App Experience

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