Mattel x Wednesday Addams – A Night of Gloom & Glamour
Jacob Clark
👻 Mattel x Wednesday Addams – A Night of Gloom & Glamour
Client: Mattel
Agency: CAYA / Avantgarde
Role: Concept & Copy
The Brief
Celebrate the launch of Wednesday Addams as Monster High’s newest doll with an immersive event that blends playful darkness, theatrical flair, and maximum shareability.
The Idea
We transformed a chic Milanese venue into a gothic-glam fever dream. From blood-red lighting to black-tie creepiness, every detail was curated to reflect Wednesday’s iconic charm and Monster High’s bold identity.
Guests entered a world of gloom and glamour, complete with eerie florals, a dangerously delicious dinner, claw-some live performances, and branded photo ops designed to dominate social feeds.
My Role
I helped shape the creative direction and wrote the full event storyline, headlines, and onsite copy. That included:
• Event title and narrative hook
• Sectional storytelling and copy for each space
• Script guidance and naming across touchpoints
• Tone of voice development that balanced darkness with delight
Why It Worked
• Tapped into pop culture relevance (Netflix’s Wednesday buzz)
• Felt like stepping inside the Monster High universe
• Delivered spectacle and story, and went viral with over 2.5M combined reach
Copy Highlights
A Night of Gloom & Glamour
A Claw-some Performance
Fang-tastic Branding
Ghoul Glam Photo Ops
A Dangerously Delicious Dinner
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Posted Mar 28, 2025
An immersive launch event for Monster High’s new Wednesday doll. I led storytelling, tone of voice, and creative copy across the experience.
