When Coca-Cola brought back Hi-C Ecto Cooler to coincide with the 2016 Ghostbusters release, we didn’t treat it like a beverage campaign. We treated it like a cultural event—one a fanbase had been waiting 27 years for.

My contribution was feeding the frenzy. The limited-edition can used thermal ink that turned slime green when chilled, so we leaned all the way in—art directing a series of adult-worthy recipes with a mad scientist energy: Ecto Cooler ice cream cake, jell-o shots, cocktails courtesy of Bittercube mixologists, and more, developed in collaboration with Ben Spangler of Milkjam Creamery. These weren’t kids' snacks. They were for the 30-somethings who grew up on the original and wanted to celebrate like it.

Styled shots and recipes lived on a custom-designed website and Hi-C social channels, giving superfans something to do with their nostalgia besides just drink it.