monster high fright song x katseye
monster high has teamed up with international girl group KATSEYE to drop a reimagined version of the iconic FRIGHT SONG.
i led creative from branding to music video to social.
music video garnering 20 million views.
social impressions hitting [x], with engagement hitting [x]
partnered with geffen x hybe
branding
music video
social rollout strategy + content
MONSTER HIGH FRIGHT SONG x KATSEYE
Monster High teamed up with KATSEYE—global girl group—to drop a SCARY-COOL reimagined, REMIXED, AND REINVIGORATED version of the ICLAWNIC FRIGHT SONG.
Hit play and get ready to unleash your inner monster!
I spearheaded end-to-end creative development for this monster collab moment, from the visual identity and the creative social strategic rollout to overseeing the music video creative. This collab centered around celebrating uniqueness and self-expression. I worked closely with the internal Mattel teams and the Hybe x Geffen label team to land cohesive creative output across all touch points that spoke to both the Monster High and KATSEYE brands. Leveraging social to turn a $0 marketing budget into one of the biggest brand moments since the Monster High’s relaunch!
The program generated: over 30M views of the MV on YouTube, over 220M press and media impressions, over 5.7M total engagements on owned channels, over 150M organic + UGC views, and drove a major spike in followers.
press coverage: Hypebae, Billboard, RollingStone, People, Trend Hunter, Businesswire, Her Campus, Access Hollywood
collab visual identity
photo direction
music video brand creative direction
social rollout strategy + content
label: hybe x geffen
label creative partners: humberto leon, joao moraes
music video director: aerin moreno
social account manager: amanda szalasny
design support: logan lebuis
COLLAB BRANDING
SOCIAL ROLLOUT
We rolled out the partnership with social content as the lead driver. Starting with a tease phase to grab fans’ attentions, leading us to the big launch of the remixed song & reimagined music video which whipped fans into a frenzy, and post-launch, we continued to sustain conversation with additional pulsed fright song content.
