HERSHEY'S GOLDHERSHEY'S GOLDHERSHEY'S GOLDHERSHEY'S GOLDHERSHEY'S GOLDHERSHEY'S GOLDHERSHEY'S GOLDHERSHEY'S GOLDHERSHEY'S GOLDHERSHEY'S GOLDHERSHEY'S GOLDHERSHEY'S GOLDHERSHEY'S GOLDHERSHEY'S GOLD

When Hershey’s introduced its first new candy bar in over two decades, the moment called for more than a campaign. It needed a fully realized visual world. I concepted and art directed the creative direction for Hershey’s Gold, developing a lush golden identity that felt rich, modern, and unmistakably bold.

The work spanned brand identity, product photography, social rollout, and digital design. From surreal gold drips to buttery textures, every element was crafted to reflect the indulgent flavor profile while honoring the heritage of the Hershey’s brand. With no pre-existing assets, I built the entire look and feel from scratch. What started as a product launch became a multi-platform brand moment — shimmering with style, storytelling, and impact.

When Hershey’s introduced its first new candy bar in over two decades, the moment called for more than a campaign. It needed a fully realized visual world. I concepted and art directed the creative direction for Hershey’s Gold, developing a lush golden identity that felt rich, modern, and unmistakably bold.

The work spanned brand identity, product photography, social rollout, and digital design. From surreal gold drips to buttery textures, every element was crafted to reflect the indulgent flavor profile while honoring the heritage of the Hershey’s brand. With no pre-existing assets, I built the entire look and feel from scratch. What started as a product launch became a multi-platform brand moment — shimmering with style, storytelling, and impact.

When Hershey’s introduced its first new candy bar in over two decades, the moment called for more than a campaign. It needed a fully realized visual world. I concepted and art directed the creative direction for Hershey’s Gold, developing a lush golden identity that felt rich, modern, and unmistakably bold.

The work spanned brand identity, product photography, social rollout, and digital design. From surreal gold drips to buttery textures, every element was crafted to reflect the indulgent flavor profile while honoring the heritage of the Hershey’s brand. With no pre-existing assets, I built the entire look and feel from scratch. What started as a product launch became a multi-platform brand moment — shimmering with style, storytelling, and impact.

When Hershey’s introduced its first new candy bar in over two decades, the moment called for more than a campaign. It needed a fully realized visual world. I concepted and art directed the creative direction for Hershey’s Gold, developing a lush golden identity that felt rich, modern, and unmistakably bold.

The work spanned brand identity, product photography, social rollout, and digital design. From surreal gold drips to buttery textures, every element was crafted to reflect the indulgent flavor profile while honoring the heritage of the Hershey’s brand. With no pre-existing assets, I built the entire look and feel from scratch. What started as a product launch became a multi-platform brand moment — shimmering with style, storytelling, and impact.

When Hershey’s introduced its first new candy bar in over two decades, the moment called for more than a campaign. It needed a fully realized visual world. I concepted and art directed the creative direction for Hershey’s Gold, developing a lush golden identity that felt rich, modern, and unmistakably bold.

The work spanned brand identity, product photography, social rollout, and digital design. From surreal gold drips to buttery textures, every element was crafted to reflect the indulgent flavor profile while honoring the heritage of the Hershey’s brand. With no pre-existing assets, I built the entire look and feel from scratch. What started as a product launch became a multi-platform brand moment — shimmering with style, storytelling, and impact.

Role – Senior Designer, AD

Client – Hershey's
Creative Director – Mona Hasen
ACD – Shannon Gibney, Josh Shelton
DD – Adam Skalecki
Production Designer – Dylan Schnurman
Producer – Jill Groves
Photography – Sam Kaplan

Role – Senior Designer, AD

Client – Hershey's
Creative Director – Mona Hasen
ACD – Shannon Gibney, Josh Shelton
DD – Adam Skalecki
Production Designer – Dylan Schnurman
Producer – Jill Groves
Photography – Sam Kaplan

Role – Senior Designer, AD

Client – Hershey's
Creative Director – Mona Hasen
ACD – Shannon Gibney, Josh Shelton
DD – Adam Skalecki
Production Designer – Dylan Schnurman
Producer – Jill Groves
Photography – Sam Kaplan

Role – Senior Designer, AD

Client – Hershey's
Creative Director – Mona Hasen
ACD – Shannon Gibney, Josh Shelton
DD – Adam Skalecki
Production Designer – Dylan Schnurman
Producer – Jill Groves
Photography – Sam Kaplan

Role – Senior Designer, AD

Client – Hershey's
Creative Director – Mona Hasen
ACD – Shannon Gibney, Josh Shelton
DD – Adam Skalecki
Production Designer – Dylan Schnurman
Producer – Jill Groves
Photography – Sam Kaplan

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