Party City

Role — Design + Art Direction

Halloween 2020 was unlike any other. With the pandemic casting a long shadow, the only masks in demand were surgical-grade — and traditional celebrations were effectively canceled. That’s when Zimmerman partnered with Party City to launch “You Boo You” — a bold, empowering campaign encouraging families to celebrate Halloween safely and in their own unique way.

We executed a fully integrated, interactive initiative that turned a potentially frightening season into a fun and engaging experience. The results? Remarkable. The campaign exceeded the projected goal of $374 million by 22%, generating $458 million in sales and achieving a holistic ROAS of $23.6.

With 2.9 billion impressions, 30.8 billion web clicks, and 9.6 million store visits, “You Boo You” became one of the most successful Halloween campaigns in Party City’s history — proving that even invisible characters can deliver highly visible results.