Become an M&M's

This was a dream project: a fully integrated campaign spanning print, TV, digital, and ambient that invited people to do something truly fun—become the brand.

The idea was simple: expand the M&M’s universe from five characters to four million by turning fans into M&M’s themselves.

All roads led to Planet M&M’s, an immersive microsite where users could create an M&M’s avatar in their own likeness. From there, they could explore a virtual world, star in animated shorts, play games as their chocolate self, design personalized wallpaper, send eCards, and even order custom merch featuring their M&M’s identity.

We even brought celebrities into the mix—illustrating M&M’s versions of everyone from George Clooney to KISS.

Role: ACD / Art Director