Project:
Spec Halloween Campaign
Client:
Superdrug
Agency:
Ideas & Outcomes
For Superdrug’s 2025 Halloween brief, I developed “Mirror Mirror” — a campaign built around the vampire myth of no reflection. The concept used mirrors as both a design device and an interactive tool, positioning Superdrug as the ultimate destination for Halloween transformation.
The creative included posters and 6-sheets where the reflection space showcased Superdrug products, alongside digital and animated adaptations for social and in-store screens. I also designed an interactive standee with app integration, allowing shoppers to virtually try on looks and order products instantly. In addition to other assets that could be used throughout the store to promote the campaign/products.
To extend engagement, I introduced trends like “Palette Swap”, encouraging peer-to-peer sharing of unused products to complete Halloween looks. This campaign combined bold visuals with playful interactivity, reflecting Superdrug’s values of accessibility, creativity, and self-expression.
• Palette Swap
People anding over products/bags of makeup that can be used in another person’s look.
• Mirror Swipe Changes
Person swipes arcoss a mirror to reveal their “Halloween self.”
• “Who’s the Scariest of Them All?”
Groups turning lights off and on, standing in new poses each time.
• Dual Reality Mirror Edits (#TwoSidedSelf)
A split-screen trend. One side shows your normal reflection, the other side shows your “Halloween self.”
• Pulling Through
The person’s alter ego is pulling their other self through the mirror, and revealing their alter ego.