Pop-Tarts

2020 has been the craziest year and perhaps the most surprising thing to happen of late is K-Pop fans becoming a massive agent for political change. From flooding problematic hashtags to downing election campaign apps, K-Pop fans have mobilized. Pop-Tarts wanted to engage with the 13 - 24 demographic and encourage them to “snack around” and try all of the Pop-Tarts flavors. I pitched them K-Pop Tart, a new platform that gives a voice to the fandom changing the world. It’s not just a fun pun; K-Pop fans fall within the 13 - 24 demographic, they love bright colors and pastel aesthetics – they even use pixel art Pop-Tarts on their mood boards and GIF Tweets, and they are usually fans of not just one band, but many. K-Pop Tart would give a K-Pop superfan a talk show where they’d cover everything K-Pop, from dances to picking a favorite band member, all while eating Pop-Tarts. For this pitch, I was responsible for creating the concept and creative development, all copywriting, art direction, image curation, and design.