Holiday Digital Experience
Magical Crackers
Challenge: Create a fun, memorable way to remind people to make Kraft crackers part of their holiday celebrations—without being overly promotional or salesy.
Insight: The holidays are about joy, playfulness, and traditions. Meet people in that spirit rather than pushing product benefits.
Solution: We created a Holiday Prize Giveaway microsite featuring an interactive snowball fight game, a story generator, an animated movie starring the "Magical Crackers" characters bringing holiday cheer, and recipe ideas that naturally positioned Kraft crackers as a holiday staple. The experience was genuinely entertaining—something people wanted to share, not just a thinly veiled ad.
Role: Served as Senior Designer collaborating with a team of creatives and developers. Colored and assembled scenes from initial black-and-white illustrations. Designed microsite pages, created avatars and game graphics, and laid out recipe pages. Ensured visual consistency across all interactive elements and maintained brand guidelines while pushing creative boundaries.
Results: Thousands entered the sweepstakes, and the campaign earned an Adweek write-up—recognition that we'd created something that broke through during the crowded holiday marketing season.
