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When people ask what work I’m most proud of, it’s always a tough question—there’s been so much, but this project definitely ranks in the top 5. My favorite work has always been at promotions agencies. That was the work that really excited me. There were always so many moving parts, so many things to consider, and multiple timelines to juggle. It kept you on your toes, and the hours were long—14-hour days were pretty typical. But it was all worth it because it was fast-paced, fun, and full of energy
Some of my favorite agencies I’ve worked at include Frankel (now Arc, part of Leo Burnett), Robinson Maites, and Simon Marketing. When you think of promotions, McDonald's is usually the first brand that comes to mind. They had some of the most talked-about campaigns—the kind of promotions that got people to jump out of their seats. Interestingly, Simon Marketing had deep ties with McDonald's. They supplied everything from Happy Meal toys to promotional glasses, balloons, and packaging. Those ties ran so deep, in fact, that Simon’s toy division became the largest toy manufacturer in the world by volume, all because of their Happy Meal toy production
This particular project, however, wasn’t for the U.S. market—it was for the Japanese market, which added a whole new layer of complexity and excitement
At the time this project was produced, it was Peanuts' 50th Anniversary—a perfect tie-in since Snoopy was hugely popular in the Japanese market. This promotion was massive. The goal was significant market penetration and visibility, and it certainly delivered. It kicked off with a parade of balloon floats, much like the iconic Macy's parade in NYC, which really set the tone
The promotion was driven by a variety of self-liquidating premiums and limited-time items, including the collectible toys and merchandise featured in Happy Meals. To keep the momentum going, there was a gradual rollout with different phases of the promotion. One key element was a trivia game where customers could win Peanuts-themed videos, books, and merchandise. The peel-off matching stickers were a big hit, too, along with the collectible McDonald’s glasses, which had adults coming back regularly to collect the full set
There were also toys for kids as part of the self-liquidating premiums, and special food items like the Peanut Sundae, Peanut Butter Cookies, and Peanut Sauce for Chicken McNuggets. But it wasn’t just about the food and toys—store ambiance was another key element. The interiors and exteriors of the restaurants were decked out to enhance the celebratory atmosphere, with streamers, promotional signage, and even freestanding buildings with a giant Snoopy balloon perched on top of the restaurant
The concepts for the promotion were presented in Japan, and myself and a close associate were tasked with bringing this whole vision to life in just ten days—weekends included. It was a crazy, high-pressure project, and we pulled three all-nighters to get everything done. The boards themselves were about 6 feet tall, each featuring different elements in relief (about 2 to 3 inches deep) that had to be carefully cut out by hand and applied before shipping. The boards were sent off on a Saturday, and shipping took a full week
To add an extra touch and make the presentation more impactful, I created a DVD with a Japanese voiceover that explained the concepts in depth. This DVD was an important part of the presentation and was sent with the boards. The DVD followed the account executives to Japan, where it was shown to the team upon the boards' arrival, ensuring the presentation was fully understood and engaging
The end result of this project was not only incredibly rewarding in terms of creative satisfaction but also life-changing. I was extremely well-compensated for my work—so much so that the two weeks I spent cranking this out gave me enough for a down payment on a condo. Seven years later, I sold that condo and used the proceeds to pay for my Master’s degree. This opened up amazing opportunities: I was able to teach, secure a scholarship in Canada, win a design award in Italy, and land four textbook illustration contracts for college textbooks. It was a pivotal moment in my career, one that ultimately allowed me to grow both professionally and personally
