Mansion

A four-floor Halloween takeover on King West, branded like a horror film you're invited into.

A cinematic visual identity for a four-floor Halloween event. I developed the key artwork and extended it across event promotions, sponsor applications and animated social content.

The challenge

Halloween weekend on King West is the most crowded promo moment of the year. The event needed a visual that felt less like a party flyer and more like a film poster, something people would want to be part of.

The approach

1. 01Built a cinematic key visual: the real building rendered as a haunted mansion (blood-red windows, full moon, fog) anchored by a towering condensed serif title.
2. 02Gave each floor its own scene within the same world: a high-energy dance floor, a witchy burlesque lounge, a moody supper club and a rooftop overlooking the chaos below.
3. 03Extended the look across sponsor lock-ups, costume-contest promotion and animated social assets.

The outcome

A dramatic, story-driven campaign that made the night feel like an invitation into a film, and gave partners like Woodford Reserve a premium stage.