HALO TOP

Everyone’s got a list of “shoulds” – from what they should eat, be, or do. Stop Shoulding Yourself became a reminder for anyone balancing the pressures of doing more, being more, and looking perfect. It was an invitation to pause and appreciate what’s already enough. Through a bright, uplifting visual world and collaborations with creators championing body and mental-health positivity, the campaign reintroduced Halo Top as a joyful permission slip for self-kindness. Featured in Creativity, Muse by CLIO, and MediaPost.

Role: Art Director // Brand Refresh, Campaign Identity, Film, Social, Influencer Integration, Visual Direction

Everything about this campaign needed to feel as indulgent as the ice cream itself. We looked to luxury jewelry and couture beauty brands to inspire a richer visual language, one that felt glossy, tactile, and a little aspirational. Halo Top’s gold lid became the hero, woven through headlines and photography with metallic accents that elevated its playful voice into something more premium and self-assured.

To bring the message to life beyond traditional media, we partnered with creators who already championed body-image and mental-health positivity. Their personal stories helped spread the campaign’s message organically.

Together with a team of designers, we built a brand book that captured the campaign’s story, translating its strategy, tone, and design language into a cohesive system future teams could expand upon.