Instacart For one less Sunday Scary
We teamed up with Instacart to combat the familiar dread of Sunday night chores in their campaign for Fall.
Drawing from the tropes of ’80s camp horror, we reimagined the Sunday scaries we all know — from laundry piles to looming Mondays — into a brand identity through hand-cut type, eerie textures, and cinematic supers that bring the drama.
The system flexes across film, social, email, brand partnerships, and in-app experiences, extending into collectible-style posters for the campaign’s fictional film. In true cinematic fashion, the posters credit the names of everyone who worked on the film.
Services
Art Direction, Brand Identity, Design System, Motion Design, Toolkit Creation
Horror tropes used to personify everyday stress.
Hand-cut letters turned into a working digital typeface.
A modular system built to unify content across film, product, and partnership spaces.
