American Horror Story Night Bites Bakery Pop-up Experience

To celebrate the premieres of the new twisted anthology series, American Horror Stories, and the 10th installment of American Horror Story: Double Feature, we created a macabre after-dark bakery serving sweet treats that celebrated the 10-year legacy of AHS. The bakery was one part of a fully integrated, 360-campaign inclusive of experiential, PR, social, and digital elements, with physical pop-ups in Los Angeles, New York, and Massachusets.

Leaning into the recent explosion of cookie drops and limited food delivery, we partnered with Funny Face Bakery to release a collection of dark and twisted cookies inspired by the world of AHS.

Reservations for the pop-up experiences sold out on average in 1.5 hours, with the "cookie drops" selling out on average of just under 2.5 minutes. Exactly 10,727 cookies were served throughout the campaign's ninety-eight day operation with over four thousand fans attending the in-person pop-ups.

I art directed custom neon signage, detailed cookie designs, large keyart prints, and many more details to create a creepy, dark, intriguing interior and complete user experience, from spreading the word over social media to bringing home your own custom cookie package.