CRUMBS: Halloween 2013 Campaign

Credits: Art Direction, Graphic Design, Illustrated Type and Copywriting by Geno Betancourt. Paper Craft Styling by Blake Ramsey. Concept by Crumbs V.P. of Marketing, Shanna Goldstone. Photographed by Roberto Serrini @ The Lab NYC.

The direction for this Halloween campaign was inspired by miniature dioramas. We decided to work with a paper craft stylist which presented a new creative challenge for me. It was the first time I art directed someone in a medium I had no experience with. I didn't know what kind of stuff to ask for because I wasn't really sure about the possibilities and limitations of paper. I wasn't totally sure what we were going to get until the day of the shoot. A lot of what Blake brought that day looked nice but felt a little sparse so we ended up improvising a lot that day. I got my craft on that day and I think our collaboration worked out nicely. About half of the final results came together in post. All the backgrounds and a lot of the elements were illustrated by me or composited in photoshop. I also used this opportunity to try some new things in type. I came up with a type treatment I was very happy with that incorporated a lot of painting with my tablet to give it a hand drawn feel. I used all four of the following artworks for an AM New York cover wrap that came out on Halloween day.