KAWS Cereal Box Auctions

When artist KAWS reimagined the classic General Mills Monster cereal lineup — Count Chocula, Boo Berry, Franken Berry, and Frute Brute — the result was a set of instantly collectible, pop-art objects. PropertyRoom secured a run of these limited-edition boxes to auction off as part of its 2025 ProPicks series, and I designed a Halloween-themed campaign to introduce them to bidders.

The campaign rolled out in two phases — a preview period to build anticipation ahead of the December 1st auction start, and a live phase driving bids through to close. I designed a dedicated landing page, homepage banners, and social ads for both phases, leaning into a moody Halloween palette of purple moonlit skies and warm orange pumpkin glow to frame the boxes as nostalgic-but-modern art objects. Bold, slightly playful display type echoed KAWS' pop-art sensibility, while the structure of each asset kept the boxes as the unmistakable hero.

Limited-edition collectibles live or die on timing and hype. The goal was to turn a short auction window into an event: build anticipation during the preview, convert that interest into bids once the auction went live, and create urgency as each lot approached its close — all while respecting the artwork as genuine collectible pop art.

The visual strategy plays two worlds against each other. Nostalgic Halloween cereal artwork — moonlit skies, glowing pumpkins, and classic monster characters — sets the seasonal mood, while bold, graphic type and saturated colour borrow from streetwear and pop-art hype culture. The boxes always sit at the centre of each composition, with headline and call to action arranged around them.

I designed the campaign in Figma and composited the Halloween scenes in Photoshop, with Illustrator used for type treatments and graphic elements. Building preview, live, and ending-soon states from shared master layouts made it fast to update copy and calls to action while keeping the artwork, palette, and type consistent across the entire rollout.