Halloween at Goodwill
One campaign. Seven ways to get into character.
01Introduction
Concept to landing pageI created this Halloween campaign around the different characters people could become with a trip to Goodwill. “Get Weird,” “Get Iconic,” and the other themes gave the campaign a shared voice, with bold color, cutout imagery, and playful type connecting the work across video, digital ads, and billboards. I developed the visual direction and typography using stock photography supplied by Goodwill International, then carried the campaign through design, motion, final exports, and a WordPress landing page.
The work needed to hold together in very different spaces. I adapted the layouts for vertical and square feeds, widescreen video, narrow banners, and digital billboards, adjusting the scale and placement of the headline, character, logo, and call to action for each format.
- Client
- Goodwill of Northwest North Carolina
- Year
- 2026
- My role
- Concept, art direction, typography, copywriting, design, AI-assisted motion, video editing, format adaptation, and WordPress landing-page development.
- Photography
- Stock photography supplied by Goodwill International.
02Creative family
Seven themes, one voice03Video across formats
Two spots · 4 aspect ratios · 3 runtimesEach spot was cut to 6, 15, and 30 seconds and rebuilt for widescreen, square, and two portrait feeds. Pick a spot and a runtime; playing one version pauses the others.
04Format adaptations
Get Weird across sizes · click any ad to view full size05Digital billboards
Artwork as delivered, uncropped06Image-only assets
Versions without the full ad copy, for placements that add their own07From campaign to costume finder
WordPress · goodwillhalloween.orgI extended the Halloween campaign into an interactive WordPress landing page. Visitors can start with something they already have or answer three questions to explore costume ideas and a shopping checklist.
- My role
- Landing-page design and WordPress development.
- Platform
- WordPress, extended with a custom interactive costume finder.
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12 video versions · 4 aspect ratios · 6-, 15-, and 30-second cuts · 7 creative themes
I used Seedance for video generation and Codex to assist with animation transitions and production tasks, alongside my design and editing work. The campaign photography was supplied by Goodwill International.