Click-a-thon April Fools Day

On April 1st 2022 Tumblr launched an April fools day interactive feature that let users click a button to summon a crab on their dashboard. We developed a narrative to accompany the feature. A fictional character named Brick Whartley, the Chief Officer of Viral  Engagement and Synergy, launched this feature to get more clicks. As the day progressed the mass influx of clicks caused too many crabs being summoned and in the narrative had begun to break down the website. In a series of “Official Tumblr Press Releases'', Tumblr Staff and Brick Whartley had beef with each other, resulting in Brick Whartley getting fired and exiled to a remote island with all his crabs.

I led the design team and collaborated with the editorial team to successfully pull off this incredibly fun event. I designed the launch graphics, mid narrative update graphics, along with the Tumblr press releases.