My first project at Roblox was the annual Halloween Event — nothing like jumping straight into horror on day one!
If you’re wondering what a Halloween event on a gaming platform even is (I sure did!) imagine a giant online festival. For a few weeks, the whole Roblox platform takes on a Halloween theme. Players start in a central “hub” area and can then jump into different creator-made games, each with special challenges, quests, and limited-time rewards.
Roblox
Halloween Spotlight
As Art Director, I worked with shaping the visual direction: from moodboards and marketing assets to hero avatars, key art, and in-game reward concepts. It all came together quickly thanks to an amazing team of designers, developers, and other creative partners.
Special thanks to Sofia Wiklander, Patrick Starr, Erica Farh Campbell, Matt Lundstrom and many others who helped make the event such a hit.
Avatar Design
One of the tasks I was most excited about was creating the avatar lineup for the event’s marketing. Front and center was Goat Girl.
My love for fashion has shown up in all kinds of ways, but this was my first time dressing an avatar, and it was a blast. We built a full cast of characters, and Goat Girl quickly became my favorite. She had a modern street-style look with a goat mask that hinted at something eerie without making her the villain.
We loved her so much that she spirit even appeared at the official Roblox Halloween party, where guests could slip on goat masks and channel their inner Goat Girl in the photo booth.
Before the event kicked off, we released a series of teasers that hinted at what was coming and leaned into the eerie mystery of the haunted forest.
The compass played a key role in the game, so in one of the posts, we showed how the cursed version of it came to life in the forest.
After a full week of eerie teasers, the event finally went live. And we made sure our fans felt it in their bones.
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 the final step of the event, we released a post announcing the grand finale. The centerpiece of the entire experience had awakened, leading players into the last environment.
As you can tell, this was event contained so many different pieces.
It’s hard to explain it all on a page, so hit me up and I will tell you everything else as well! Or, maybe I see you at the next event :)