Museum of Ice Cream
EXPERIENTIAL / NARRATIVE / MARKETING / CONTENT / COMMUNITY
Overview
Following a rapid, socially-driven initial growth phase, Museum of Ice Cream faced a pivotal moment requiring the development of a sustainable, holistic social-first creative strategy, campaign storytelling, and experiential concepts designed to expand the brand’s immersive world across digital and physical touchpoints.
Produced in New York City for MOIC’s San Francisco location, the engagement comprised a series of experiential productions and campaigns during Spring 2019, including Sprinkle Spectacular, MOIC: Pride, and the MOIC Ice Cream Line. Across each, the work translated MOIC’s signature blend of playfulness, lively color, childhood nostalgia, and sensory captivation into campaign narratives and interactive brand activations built for audience participation, social engagement, and memorable guest moments.
The resulting strategic direction and content development shaped the cohesive foundation for MOIC’s integrated, experientially-driven storytelling across activations, products, and community-facing campaigns, constructing a holistic, multimedia, cross-platform brand ecosystem reinforcing the brand’s core established identity as a joyful, extremely shareable, and culturally resonant destination.
Sprinkle Spectacular
SPRING 2019 ✷ NARRATIVE / EXPERIENTIALAs a character- led and narrative-driven immersive experience, this interactive, thematic activation established the core narrative framework for a distinctive, unified MOIC brand universe extending beyond the geographic, spatial, and experiential confines of the museum’s physical location. Through a guided, participatory, sensory production complete with its own cast of developed characters, central narrative with supporting spatial and visual components, and highly shareable and memorable execution, the experience effectively engaged, attracted, and initiated guests into the brand’s living, evolving story world.
mOIC: Pride
SPRING 2019 ✷ NARRATIVE / STRATEGYIn celebration of Pride Month, this campaign leaned into integral, signature, established brand components—namely its characteristic rainbow palette and graphics—closely associated with Pride, thereby emphatically aligning core brand positioning in support of inclusivity, joy, diversity, and self-expression.
mOIC ice cream line
SPRING 2019 ✷ STRATEGY / MARKETINGCreative and strategic development driving MOIC’s extension into a multi-sensory, universal, collective brand experience, via the launch of its own, proprietary packaged ice cream line distributed at grocery stores nationwide.
