Weber Shandwick

M&M’S Caramel - Times Square

The Challenge: Launch M&M’S Caramel with a bold, attention-grabbing experience that would stand out in a crowded candy market and connect with fans in a playful, memorable way.

My Role: Art Director helping shape the creative concept and design system, from the nostalgic arcade-inspired visuals to how the brand came to life across OOH, digital, and AR interactions.

The Solution: We transformed Times Square into the “M&M’S Caramel Arcade,” an augmented reality experience that turned billboards into vintage-style games. Fans could join in on-site via the Blippar app or scan M&M’S Caramel packs to play anywhere, blending nostalgia, innovation, and brand engagement at a massive scale.