Sonny Angel Campaign
Photography, Photo Retouching
This three-part Instagram campaign promotes Sonny Angel collectible figures to horror fans through playful parody of iconic Stephen King horror films. Using hand-built, photographed miniature sets and clever wordplay that twists recognizable quotes, the campaign contrasts eerie nostalgia with Sonny Angels’ cute aesthetic to create unexpected, shareable content.
Process
After conducting brand research and analysis, I established my audience by finding connection between collectors and horror fans. I then developed mood boards, sketches, and digital drafts. To bring the campaign to life, I built miniature sets using found objects—trash, sticks, and rocks—along with custom wallpaper and printed backdrops for the three-inch figures.
Working at such a small scale was challenging, requiring the scenes to feel realistic while keeping references legible. For efficiency, I built half of the set for the hallway image and mirrored it in post to create the full space. Refining the details, experimenting with materials, poses, and wordplay, and using dramatic lighting with harsh shadows, I established this creepy yet playful tone.
