This concept work took place at the start of my Multi-Channel Marketing apprenticeship with Rubies. I think it’s important to share what my creative process looked like at the time, as well as reflect on what I might do differently now, having had two years to develop and process what I’ve learnt throughout the course. The Brief The brief was to create a Halloween campaign for 2025 that would appeal to all audiences and could be used across both generic and licensed costumes.