To create an interactive experience, we gamified the cup design with a variety of Easter eggs, some obvious, others more hidden, to encourage discovery. Key details include the number “32” in the Valley Art building’s bricks, symbolizing Harkins' 32 locations, and the State Theatre sign as a nod to the original location. We also added subtle movie references, like a spiky blue ball for Sonic 3, and highlighted the states where Harkins operates at the cup's base. This playful approach extended to other branded items like popcorn bowls, posters, theater screen ads, and gift cards, creating a cohesive celebration of Harkins' 90-year legacy.

Thank You!

We’re grateful to the Harkins Theatres team for the opportunity to explore creative directions for their 90-year anniversary Loyalty Cup. While our concept wasn’t the final selection, it was a blast contributing to such a meaningful milestone. We always enjoy collaborating with their team and look forward to more fun creative opportunities ahead!