2023 was the year everything changed. The brand went from a black and gold dairy queen logo with sticker emojis scattered across the creative to a full rebrand with a new logo, new colors, new fonts and a visual system built to last. That happened midyear and everything after it looked different.
I came in as a Senior Art Director and left the year as Creative Director. In between I designed, directed, animated and soundtracked pretty much everything you see in this reel. Small team, big output — just me, an EDC and a project manager holding it down.
The rebrand was the defining moment but the work didn't stop for it. We kept producing through the transition and by the end of the year it was pretty clear who the brand was going to lean on creatively going forward.
The reel says the rest.