“Papa’s Spiceria” is a conceptual brand collaboration between Heinz and the nostalgic Papa Louie gaming franchise, designed to introduce Heinz Jalapeño Ketchup to a younger audience. With traditional ketchup facing increased competition from other condiments, the campaign encourages Gen Z and younger millennials to spice up their breakfast routines through a playful, interactive experience. The concept features limited-edition packaging with a QR code that unlocks a Papa Louie-inspired culinary adventure, combining nostalgia, gamification, and product discovery. As co-art director, co-copywriter, animator, and project planner, I helped develop the campaign’s creative direction, messaging, and animated elements to bring the collaboration to life.