I worked on a rebranding campaign for PEZ with the goal of making the brand feel more relevant and culturally connected. The campaign, PEZ With Friends, was built around the insight that PEZ is often shared and experienced socially. Strategically, I repositioned PEZ as a connector, something that brings people together through play, nostalgia, and shared moments.

To bring this idea to life, I led a photoshoot featuring a real group of friends interacting naturally with PEZ. The imagery reinforced authenticity and relatability, showing PEZ as part of everyday connection rather than a standalone product. The result was a refreshed brand expression that felt modern, human, and grounded in real social behavior, while staying true to PEZ’s playful spirit.

(this was a project created for the VCU Brandcenter application process)

CONTRIBUTION:
Design, Copywriting, Photography