Nickelodeon: Are You Afraid of the Dark

Concept, Creation, and Marketing of a cursed mystery box

While working at Noble People (marketing agency), I collaborated with the Nickelodeon team to concept and design a tactile promotional experience supporting the launch of Are You Afraid of the Dark?.

Working from the series brief, narrative themes, and target audience insights, I led the visual concept and execution of a “cursed mystery box” designed to immerse recipients in the show’s eerie storyline.

The project focused on translating narrative storylines into physical assets where each piece intentionally designed to feel discovered by the influencer rather than marketed. From distressed typography and aged textures to symbolic iconography every element reinforced the mystery surrounding a missing character in the season’s plot.

I designed and produced a scalable set of branding assets including:

• Business Cards
• Post Cards
• Skull Pin Design
• Invitation to the high school dance
• Ripped page from a haunted spell book

This campaign blended storytelling, brand alignment, and hands-on craft to create an immersive experience that extended the show’s world beyond the screen and into the hands of its audience.

Additionally, The promotional kit was later featured in a collaborative video with YouTubers, showcasing the full unboxing experience and amplifying reach through creator-led storytelling.