Mattel x Wednesday Addams – A Night of Gloom & Glamour

Client: Mattel Agency: CAYA / Avantgarde Role: Concept & Copy

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.

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.

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

• 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