In 2025, Crayola “un-retired” a collection of 8 colors for the first time ever. Our job was to create an immersive activation that celebrated their return. And boy did we do it.
To start, I wrote the colors’ full backstories which detailed their personalities, as well as how (and where) they spent their retirement. Now they’re Crayola canon. Pinch me.
The character backstories served as the foundation for our Union Square pop-up, where thousands of guests took a trip around the world, playing, dancing, and creating inside spaces inspired by each color.
Recap Video
A slew of fun social content created FOMO, but in a good way.
Heroes
Cookies
Lava
Popular
Color Check
Social Recap
Map
Makeup
I wasn’t kidding when I said the stories became Crayola canon. They turned them into a coloring book—an actual Crayola coloring book. Pinch me again.
