To promote the launch of the new Strawberry Shake flavour of Pop-Tarts in Canada, I helped create a 10-week campaign built around a celebrity spoof storyline. Each week, the Pop-Tarts characters made the gossip headlines as they moved to Hollywood and got caught up in all sorts of celebrity misadventures.

An online game and animation accompanied each week’s story. The campaign was a hit — and even won several Canadian Marketing Awards.

My role varied over the months of development: from brainstorming storylines and game concepts with the team, to sketching scenes and pitching them to the client (“in, like, total valley girl speak”). I also handled animation and development — including week 7’s game A-List Assistant.