Build-A-Beast

Role: Art Direction, Visual Design, Content & Creative Strategy

The Build-A-Beast campaign is a celebration of Tumblr’s favorite time of the year: Halloween. The goal was to appeal to artists and non-artists on Tumblr through templates shared on art.tumblr.com that prompt them to design and showcase their own “beasts”. Graphics for this campaign was promoted within and outside the Tumblr platform throughout October 2022.

These meticulously designed graphics serve as innovative templates, empowering users to unleash their imaginations, create unique characters, and craft captivating narratives. Users can effortlessly design their characters' appearance, traits, and backgrounds, ensuring a truly one-of-a-kind storytelling experience. From their online personas to mythical creatures or even futuristic beings, the possibilities are endless. These graphics not only offer a platform for users to bring their fictional characters to life, but also encourage the art of storytelling, inviting users to explore diverse plots and intricately weave captivating tales.

For our month-long campaign, we strategically utilized captivating graphics as promotional marques to generate maximum exposure. These visually appealing and attention-grabbing designs were specifically tailored to pique curiosity and engage our target audience. By incorporating the unique colors and typography with striking imagery, we were able to create an instant connection with potential participants. These graphics were strategically placed on top of Tumblr’s website, ensuring widespread visibility, increasing brand awareness, and ultimately drive participation.

Campaign Coordinators: Bea Vantapool & Loll Junggeburth
Art Director & Lead Designer: Jasmine Ho