Cap'n Crunch asked Hypebeast to rekindle Millennial and older Zillennial nostalgia and position the brand as a spark for everyday adventure.
Cap'n Crunch asked Hypebeast to rekindle Millennial and older Zillennial nostalgia and position the brand as a spark for everyday adventure.
Cap'n Crunch asked Hypebeast to rekindle Millennial and older Zillennial nostalgia and position the brand as a spark for everyday adventure.
Cereal had cooled; legal guardrails made us remove an emphasis on appealing to kids from the OG pitch; and Hypebeast hadn't shipped AR/VR before. I had to bridge culture and play without a high-fashion reach that felt try-hard.
Core insight: adulting is heavy; joy takes work. I translated that into a capsule and a game that reimagined joining the Cap'n's crew—nostalgia you could wear and play—with a partner brand credible to fashion but accessible enough to feel right.
I led the pitch and creative spine; set the narrative and copy framework; sourced and briefed Keith Herron of Advisry; and ran design development. In parallel, I directed our AR/VR partner—art direction, game theme, narrative, QA—and aligned editorial and social. We launched a playable experience and a capsule the brand loved.
The campaign was expressed through the following multi-media digital efforts.
Product photography and e-commerce assets showcasing the Cap'n Crunch x Advisry capsule.
How the collaboration translated into our AR/VR gaming experience, showcasing branded elements and interactive touchpoints within the virtual world.
Screen captures of the three explorable worlds within the Crunch Verse gaming experience—each environment designed to capture different aspects of the Cap'n Crunch adventure.
Screen grabs from actual mobile gameplay, showcasing the user interface, game mechanics, and interactive elements as experienced on phone devices.
