The Challenge
Halloween has evolved from a one-night celebration into a month-long cultural ritual. Consumers don’t just trick-or-treat—they host parties, binge horror movies, stockpile candy, and embrace a wide range of seasonal traditions. For Skittles, a brand traditionally focused on Gen Z, the challenge was to broaden appeal and connect with all Halloween celebrators while standing out during candy’s most competitive season. At the same time, we faced a major limitation: the campaign had to work primarily through a series of six-second videos. Instead of relying on predictable Halloween tropes, we saw an opportunity to use comedy and nostalgia to break category conventions and capture attention in a different way.
The Solution
We created Ghost Roommate, a short-form sitcom series designed for social platforms. Episodes were released on a scheduled cadence, encouraging appointment viewing on platforms not typically associated with episodic storytelling. By borrowing the structure and tone of classic ’90s sitcoms, we tapped into nostalgia loved by both Millennials and Gen Z audiences. The campaign combined familiar sitcom conventions with Skittles’ signature absurd humor, creating short-form content that felt unexpected, entertaining, and distinctly ownable for the brand. By adapting an old-school viewing experience for modern social behavior, Ghost Roommate transformed six-second videos into a bingeable Halloween content series.