Roblox
Halloween Spotlight
My first project at Roblox was the Halloween Event — which I got briefed on my second day at the company. (Nothing like diving straight into horror!)
If you’re wondering what a Halloween event on a gaming platform even is (I sure did!) think of it as giant digital festival where the Roblox platform transforms around a theme, in this case, Halloween. Players start in a central hub, then jump into creator-made mini-games with special quests, and exclusive rewards.
The event kicked off with a teaser that hinted at what was to come and played into the eerie mystery of the haunted forest.
After launch, we dropped a new level each day — teasing it on social with quick reveal videos that gave players a glimpse of the next spooky environment waiting to be explored.
As Art Director, I shaped the visual direction: from moodboards and marketing assets to hero avatars, key art, and in-game reward concepts. All pulled together on a wild timeline with an incredible team of designers and developers, and other creative partners.
Special thanks to Sofia Wiklander, Patrick Starr, Erica Farh Campbell, and many others who helped make the event such a hit.
