Cineplex VIP Menu Reimagined
A premium visual system designed to match Cineplex’s elevated VIP experience.
A premium, cohesive refresh.
Andrea helped shape a refined design language that pairs bold teal with warm neutrals to create depth, clarity, and appetite appeal. Developed in collaboration with Andrew Grinton, the system brings consistency and sophistication across digital, print, and in-theatre touchpoints—delivering a seamless, high-end guest experience.
Branding with Precision: Crafting Cohesive Stories for The Rec Room
Concession Confessions
Turning snack habits into a cultural moment.
Andrea helped transform a simple insight—everyone has a snack secret—into a bold, personality-driven campaign for Cineplex. Blending cinematic humour with social-first storytelling, the work celebrates real movie-time rituals in a way that’s playful, relatable, and unmistakably Cineplex.
Rolled out across pre-show, social, and Scene+ channels, the campaign turned everyday concessions into shareable, brand-building moments.
Static Social
Instore
Impact
Credits
Creative Direction: Mike Lucas
Design: Kelly Chau, Andrea Hull, Jarred Katz
Copy: Naomi Eidinger, Angela Miller
Photography & Video: Andrew Grinton, Chris Robinson
Static Social
Instore
The campaign drove a clear increase in Scene+ engagement and concession sales, with popcorn and candy seeing double-digit growth in its first month. Social sentiment was strongly positive, and share rates surpassed Cineplex’s entertainment campaign benchmarks by over 40%—showing that guests aren’t just drawn to snacks, but to the sense of connection they create.