/ Cereal Man - Brand Activation & Social Campaign / Mills Galaxy - Star Wars Collaboration Event
General Mills came to SGK with a need to better align to culture and activate the brand with a new generation of consumers that simply don’t shop the center of the grocery store. In essence, we were asked to take the brand from the shelf to the streets. The projects highlighted here show how I led a successful transformation of the creative studio from a retail focused team to a true experience design shop that understands how physical and digital experiences work together to bring brands to life, creating shareable, authentic experiences where brands and consumers intersect.
General Mills
Cereal Man Campaign
Celebrating the General Mills partnership with Got Milk, this campaign saw the SGK created “Cereal Man” delivering Big G cereals to key influencers across Los Angeles in a Tic Toc driven content creation effort. My team created the brand, kit, and all surrounding touch points (yes, even the socks) to being the Cereal Man to life. This one truck, making 5 deliveries, created over 74 million impressions on social media, and was awarded AdWeek’s experiential campaign of the year.
Mills Galaxy - Star Wars
Celebrating 40 years of partnership between General Mills and the Star Wars franchise, the SGK team was asked to create a truly immersive experience directly across from the El Capital theater for the debut of “Rise of Skywalker”. Leveraging both the light and dark sides of the force, my team created a cereal bar worthy of a Star Wars cantina paired with a true light saber battle, delivering a socially driven shareable moment to punctuate the experience. The space, custom packaging, brand development, service design, content, and integrated technology were all a part of creating this experience for General Mills and Star Wars.