Ninety’s Halloween nostalgia, campy practical effects, and over-the-top spooky energy turned a month-long pet costume contest into an interactive, full-funnel cultural moment where pets became the main characters.

Serving as Creative Director and Video Director, I led the end-to-end concept, visual language, and modular production approach, blending cinematic hero films with a dynamic UGC-driven contest mechanic that scaled seamlessly across paid, earned, and owned media.