Responsibilities
I conceptualized and designed the campaign visuals and key messaging for “Reel to Real.” I developed digital out-of-home (DOOH) activations, a direct mail experience, and magazine ads—each bringing movie-like anticipation and tension into the real world.
Collaboration
I worked on this project with my classmates, brainstorming ideas and refining the campaign execution. Together, we explored how to translate cinematic passion into a sensory-driven brand experience, ensuring every element felt bold, engaging, and immersive.
Challenge
Making indulgence feel cinematic – The campaign needed to evoke passion and anticipation without being over-the-top.
Minimal storytelling, maximum impact – Each execution had to tell a sensory-driven story in a single moment.
Balancing boldness with sophistication – The campaign had to be provocative yet elegant.
Outcome
The "Reel to Real" campaign made Shrapnel more than just chocolate—it became an experience. Inspired by famous, sultry movie moments from Titanic, Ghost, and When Harry Met Sally, each ad captured anticipation, tension, and indulgence. The DOOH ads used simple but powerful visuals—a fogged-up car window, melted chocolate shaped by hands, and a slow, indulgent bite—paired with short, teasing copy. The magazine ad built on this feeling, using rich, descriptive storytelling to make each flavor feel like a moment of passion. The direct mail piece, designed like a vintage movie ticket, invited people to unwrap their own indulgent experience. Every part of the campaign played on temptation and desire, making Shrapnel the perfect chocolate for those who crave something deeper, richer, and unforgettable.
