SOCIAL MEDIA

BUBS

In August 2025, I successfully pitched for and secured the business to launch BUBS, the iconic TikTok-viral candy, in the USA. This comprehensive project encompassed social media branding and an experiential pop-up launch. Our goal was to "Bubsify" the US, creating a social feed that is colorful, textural, and authentically engaging. Whether through close-up imagery, surreal animations, or tactile typography, the feed consistently embodies BUBS' playful and inviting essence. We also partnered with influencers to capitalize on BUBS' existing viral popularity. My role involved ideating and art directing the winning pitch, leading the social media rebrand, branding the pop-up, and capturing agile social content during the launch.

INSTAGRAM: @bubs_us, 900+ followers | TIKTOK: @bubs_us, 6K+ followers, 40K+ likes

We began by establishing a cohesive visual identity to anchor the feed.

How the feed came to life:

557168288_18522929299058777_3887973923491025098_n (1).jpg

Featured reels:

LAUNCH MOMENT

BUBS SWEETEASY POPUP

We marked BUBS' US debut by creating the first-ever 'Sweeteasy,' an immersive NYC pop-up. This unique space invited guests to step into a sweet, 'bubsy' world, culminating in an exclusive launch event for media and influencers. Attendees enjoyed a vibrant experience complete with custom pic n' mix stations, a mocktail bar, tactile seating, exclusive merchandise, and an interactive claw machine. The pop-up garnered significant media attention, securing features in prestigious publications like the Wall Street Journal and TimeOut, and 180,000+ social media impressions.