Mycelium, Bypassing a Broken System

Translating material innovation into an immersive brand experience through thoughtful storytelling, hands-on activations, and an experimental installation.

My Role:

Creative Direction

Strategy

Art Direction

Event Curation

Partnerships

Videography

In 2024, MONC introduced mycelium packaging, harnessing the regenerative potential of agricultural waste and fungi—one of nature's oldest and most effective recycling systems. As Marketing Manager, I led the campaign and creative direction from concept through to execution, developing a storytelling-led launch that translated a complex material innovation into an engaging brand experience. Blending educational content with immersive, experience-led activations, the campaign brought the world of mycelium to life through a living fungi window installation, a mushroom cultivation workshop, and exclusive behind-the-scenes *How It's Made* content filmed at the production facility.