Bringing an iconic K-Pop Demon Hunters scene to life with packaging.

Challenge
Mattel came to us with the idea of bringing one of K-Pop Demon Hunters to life through packaging. They had a dieline, but needed artwork and ideas to make the fans love it.

Solution
Directing artwork and creating packaging that accurately depicts a scene from a movie isn't as straightforward as you might expect. We started with graphics that accurately reflected the movie while feeling seamless across the packaging dieline we were provided. Everything from the plane's interior and lighting to the windows was considered.

From there, our goal was to immerse the buyer and give fans something that cares about the movie as much as they do. We did this by packing the packaging full of Easter eggs. The windows include demon silhouettes directly inspired by the movie, printed on acetate. If the plane is deconstructed, you'll find a detailed demon scene printed on the other side of the plane's exterior, showing the demons climbing onto it. Even the wings have scenes from the movie printed on the backs.

At Concannon Art, our extensive work with this property gave us a great understanding of the story and its fans, allowing us to create collector's packaging that's truly "For the Fans!"