Advent Calendar for Instagram – Interactive Content Series
Creative Direction, Design & Animation
Creative Direction, Design & Animation
To boost seasonal engagement for Frag Mutti’s Instagram community, I created a digital Advent calendar designed as a whimsical building façade. Each "window" revealed daily interactive content — from platform-based recipes to mini-games and giveaways — turning routine scrolling into a playful ritual. I art-directed the entire experience, designing each frame and integrating our brand mascot Lotte to add continuity and charm. The calendar’s structure built anticipation, with the rooftop surprise on Christmas and Lotte’s welcoming ground floor presence making the campaign feel cohesive and alive.
Results: The series significantly increased daily interactions and follower participation throughout December.
My role: Concept, Art Direction, Animation, Design.
