Milk-Bone
x Jif
WHEN COLLAB CULTURE, ACTUALLY MAKES SENSE.
In partnership with agency mssngpeces, I helped concept and previsualize a satirical retail pop-up celebrating one collaboration that genuinely made sense: Milk-Bone x Jif. The project launched Milk-Bone x Jif Peanut Buttery Bites by playfully critiquing the excesses of modern collab and drop culture, leaning into the idea that while many brand mashups feel absurd, dogs loving peanut butter is a universal truth.
The experience took over Union Square in NYC with a bold, museum-inspired concept store built around immersive, highly shareable moments. From mirrored infinity rooms and a human-sized dog bed to a “Thirst Trap” dog bowl with a perfectly framed camera POV, every touchpoint was designed to be visually iconic, self-aware, and culturally fluent—appealing to hypebeasts, dog lovers, and their humans alike.
Alongside the hero product launch, the space showcased a series of intentionally nonsensical, limited-edition conceptual drops—luxury poop bags, tail-tracking fitness wearables, peanut butter parfum, dog-eye-view selfie sticks, and more. My role focused on early-stage ideation, conceptual storytelling, and previsualization—helping bring the humor, product ideas, and spatial moments to life before execution. The result was a launch that balanced sharp satire with genuine brand love, turning a smart product collaboration into a culturally resonant experience.
