Maximalism, made premium

At Cannes 2025, I worked on the visual identity and physical assets for the Magnum x Charli XCX "Crack into Pleasure" beach takeover. The central design challenge was translation, taking Charli's hyper-pop, maximalist aesthetic and making it feel at home in Magnum's premium, high-glamour world without either identity swallowing the other. I designed large-scale environmental graphics and limited-edition packaging, working across digital brand assets and physical touchpoints to create a coherent experience across the full activation.