PROJECT: 12 MOODS / MOOD-BOOST
CATEGORY: SMU / SPECIAL PROJECTS
ROLE: PRODUCT CREATIVE LEAD, CMF AND GRAPHIC. PACKAGING STRUCTURE AND OPENING EXPERIENCE.
IMPACT: INTRODUCED NEW SPECIALTY CATEGORY. MASSIVE BRAND ATTENTION. AND A 135K JUMP IN INSTAGRAM FOLLOWING.
Shaping Culture, Not Just Selling Products
In 2019, I led the research and product creative strategy that helped Skullcandy shift how it connected with the new younger generation. I worked closely with my team to dig deep into Gen Z — how they shop, what they value, and how they respond to color, culture, and storytelling. What we found was simple but powerful: young consumers want more than just product. They want meaning. They want connection. And most importantly, exclusivity.
I pitched a new approach directly to the Marketing and Sales teams — one inspired by sneaker culture and the hype around limited drops. I pushed for bold color, tighter curation, and the idea that Skullcandy should move away from mass releases and start creating emotional, culturally relevant product “moments.” That strategy became the foundation for 12 Moods — a year-long campaign built around exclusive product drops, artist collaborations, and monthly moods that gave people something to feel, not just wear.
Trend mapping, color research, and really understanding our consumer drove my CMF team to build hundreds of mood boards to help sell the vision across the company. These early color stories set the tone for what was possible — and proved that me and my team were ready to take Skullcandy somewhere new. Somewhere bold. At the time, no one in consumer electronics was talking about color like this — and honestly, most couldn’t have pulled it off.
Every month paired a unique color with an artist, brought to life through a music video shot on a stage completely transformed to match that palette. It was a massive effort by Skullcandy’s Marketing and Creative teams — and another place where our color research stretched far beyond product. The work we did on color set the foundation for every visual, every performance, and ultimately the entire campaign.
Thanks to Skullcandys Marketing team and the intense research done by myself and my team 12 Moods made real impact. In just the first five months, the campaign pulled in over 93 million impressions, 20.4 million video views, a 175% spike in e-comm revenue, and brought 135,000 new followers to Skullcandy’s Instagram. It wasn’t just cool work — it moved the needle.
REPEAT SUCCESS
After the success of 12 Moods, the trust was there to keep going. The following year, I helped lead the color direction for Mood Boost, a continuation of the same core strategy — this time focused on mental health, optimism, and doing good. The goal stayed the same: use research, emotion, and culture to help Skullcandy show up in a way that actually matters to its audience.
Mood Boost hit when it mattered. (2020 Pandemic) During a tough year, the campaign helped drive a 110% year-over-year jump in online sales — with a wild 743% spike over just 10 days in April 2020. Social engagement shot up 40%, and sales climbed 25% within the first three months. It proved that the work was hitting home — not just creatively, but where it counts
MOOD TUBE
Mood Boost came with an extra challenge — packaging. On top of all the color direction, trend research, and product mockups, I needed to design an all-in-one package that could hold everything: the earbuds, the poster, and ship on its own without needing an outer box. I designed a square tube with a padded lid that held the earbuds securely, while the long bottom section housed the rolled poster. It wasn’t easy to get right, but the final result nailed it — the whole team was stoked on how it came together.
