Dark Nights
Art Direction | Motion Design | Video Production
I directed photo shoots and edited videos to create a terrifying teaser campaign for Hersheypark’s first foray into fear.
The Teaser Campaign
I helped brainstorm concepts for a teaser campaign that would support and hype various announcements and teases over the course of 6 months by focusing on a different haunted house each month, eventually culminating in a grand and terrifying reveal.
Clue 1 — The Coal Mine. This is a combination of captured stills at a location inside Hersheypark, along with some compositing and editing work to tie it all together.
Clue 2 — The Fortune Teller. We gathered and sourced various props and set up a small studio photoshoot to capture these stills.
Clue 3 — The Descent. I worked with a small team to capture video content that was set to a storyboard. Then, I edited all of the footage together, including layering sound effects and music.
Clue 4 — Creature Chaos. Similar to Clue 3, I worked with the same team to capture video and photography, then I cut and layered the entire video out.
The On-Sale Campaign
After all of the teasing, I continued to build upon the tone and style that had evolved over the course of the teaser campaign.
This Instagram Story sized trailer was created to excite and compel our audience to visit
The Photography Direction
As the themes and stories of the haunted houses evolved over time, we set up a few smaller photoshoots to capture each house theme individually. In addition to the usual process of casting, I also assisted in prop and set direction for these photoshoots. I retouched and color corrected all of the final images below as well.
There’s more where that came from!
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Candymonium
The 15th coaster at Hersheypark is the sweetest in the world, and it needed a name and identity to tease, hype, and launch this one-of-a-kind thrill.
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Jolly Rancher Remix
Rejuvenating a classic roller coaster with a fresh coat of paint (literally and figuratively).
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The Chocolatier
Brand development, environmental design, and art direction for Hersheypark's flagship restaurant, The Chocolatier.
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Hipmonsters
A series of more than 30 unique character illustrations created as a daily creative project.
