Halo Top - Say Halo To Summer

Integrated Campaign / Experiential + Product Launch

Halo Top set out to make a bigger cultural impact during the summer season—encouraging people to fully lean into the activities they love while still feeling good about what they’re eating. The campaign, “Say Halo To Summer,” was designed as a multi-touch experience that brought the brand into the real world in a more tangible, playful way.

I led the development and production of a fully integrated campaign that combined experiential activations, product innovation, and digital storytelling—creating multiple entry points for audiences to engage with the brand throughout the summer.

At the center of the campaign was a nationwide experiential program spanning 15 multi-day events across major U.S. cities, designed to meet people where they already were—outdoors, active, and social—while introducing Halo Top in a way that felt organic to those moments.

In parallel, we developed the Pint Pack—a custom-designed, limited-edition bag and insulated cooler hybrid that extended the campaign into a physical, ownable object. Created in collaboration with product designers from the Pratt Institute, PTR Design Studio, and Interwoven Design Studio, the Pint Pack moved from concept to production in under three months—an accelerated timeline for a fully custom product.

The launch of the Pint Pack generated significant cultural and PR momentum, with the product selling out within one minute of release and driving widespread visibility for the brand.

Supporting the campaign was a suite of live-action and motion assets, as well as a custom microsite, all designed to reinforce the campaign’s tone and extend its reach beyond the in-person experience.

Together, the work created a cohesive summer platform that blended physical experience, product design, and storytelling—resulting in increased brand engagement and a measurable lift in seasonal sales.

Agency: CRISPIN

Production Companies: CRISPIN, Vitro

Product Design/Prototyping/Manufacturing: PTR Design Studio + Interwoven Design Studio