V.080826
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ADRIANNA DE LA ROSA
V.080826
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ADRIANNA DE LA ROSA
FIGMA:
FRONT END 🤝
BACK END
1 minute read
2026 AAF SF Bay Area Silver Winner
Create an integrated Figma campaign centered on an interactive direct mailer that brings the platform’s collaborative experience into the physical world.
Figma supports people across many roles and skill levels, making it difficult to communicate its diversity without losing the simplicity at the heart of the brand.
Everyone is Welcomed! Everyone…
PROBLEM
Using tactile actions such as scratching, peeling, pressing, sliding, and flipping, the mailer demonstrates how designers and developers interact through one shared language.
Play Delivered To Your Front Door
SOLUTION
MY ROLE
Creative Director
CONTEXT
2026 American Advertising Awards SF Bay Area
TOOLS
Figma
Adobe Illustrator
Adobe Photoshop
TIMELINE
Oct 2025 -
Nov 2025
Campaign Executions
EXTENSIONS
Interactive Mail
FINAL CONCEPT
(CONCEPT: in-use)
This interactive direct-mail campaign invites recipients to Config 2026 through a series of scratch, peel, press, slide, and flip interactions. Each action reflects Figma’s collaborative, playful, and hands-on approach to bringing people and ideas together.
SKILL & GROWTH
First Direct Mail Campaign, Kinda Nervous IDK
Designing a campaign around direct mail challenged me to translate Figma’s digital experience into something physical and engaging. The project taught me how to represent the brand’s diverse community while maintaining its playful, collaborative, and intuitive essence across every campaign touchpoint.
Concept Exploration (Failed Runner Up!)
V.080826
. . . . . . .
☺
ADRIANNA DE LA ROSA
Create an integrated Figma campaign centered on an interactive direct mailer that brings the platform’s collaborative experience into the physical world.
FIGMA:
FRONT END 🤝
BACK END
2025 AAF SF Bay Area Silver Winner
1 minute read
McDonald’s Happy Meals are popular with kids and collectors, but need fresh, limited-edition collaborations to stay engaging in today’s market. There’s an opportunity to create a partnership that combines childhood nostalgia with exciting collectible toys.
Everyone is Welcomed! Everyone…
PROBLEM
McDonald’s can partner with Sanrio to launch a limited-edition Happy Meal that blends pastel Sanrio aesthetics with its classic branding, appealing to kids and nostalgic collectors. Featuring mystery character keychains, the collaboration boosts engagement, repeat purchases, and creates a playful, memorable experience.
Play Delivered To Your Front Door
SOLUTION
MY ROLE
Creative Director
CONTEXT
2026 American Advertising Awards SF Bay Area
TOOLS
Figma
Adobe Illustrator
Adobe Photoshop
TIMELINE
Oct 2025 -
Nov 2025
Campaign Executions
EXTENSIONS
Concept Exploration (Failed Runner Up!)
Interactive Mail
FINAL CONCEPT
(CONCEPT: in-use)
SKILL & GROWTH
First Direct Mail Campaign, Kinda Nervous IDK
Designing a campaign around direct mail challenged me to translate Figma’s digital experience into something physical and engaging. The project taught me how to represent the brand’s diverse community while maintaining its playful, collaborative, and intuitive essence across every campaign touchpoint.
This interactive direct-mail campaign invites recipients to Config 2026 through a series of scratch, peel, press, slide, and flip interactions. Each action reflects Figma’s collaborative, playful, and hands-on approach to bringing people and ideas together.
MY ROLE
Creative Director
CONTEXT
2025 American Advertising Awards SF Bay Area
TOOLS
Figma
Adobe Illustrator
Adobe Photoshop
TIMELINE
Oct 2025 -
Nov 2025
This proposal envisions a collaboration between McDonald’s and Sanrio to create a special edition of the Happy Meal featuring Hello Kitty and her friends. The design integrates Sanrio’s soft pastel palette while maintaining McDonald’s iconic vibrant red, symbolically tied to Hello Kitty’s signature bow.
FIGMA:
FRONT END 🤝
BACK END
1 minute read
2025 AAF SF Bay Area Silver Winner
McDonald’s Happy Meals are popular with kids and collectors, but need fresh, limited-edition collaborations to stay engaging in today’s market. There’s an opportunity to create a partnership that combines childhood nostalgia with exciting collectible toys.
Everyone is Welcomed! Everyone…
PROBLEM
McDonald’s can partner with Sanrio to launch a limited-edition Happy Meal that blends pastel Sanrio aesthetics with its classic branding, appealing to kids and nostalgic collectors. Featuring mystery character keychains, the collaboration boosts engagement, repeat purchases, and creates a playful, memorable experience.
Play Delivered To Your Front Door
SOLUTION
Campaign Executions
EXTENSIONS
Concept Exploration (Failed Runner Up!)
Interactive Mail
FINAL CONCEPT
(CONCEPT: in-use)
SKILL & GROWTH
First Direct Mail Campaign, Kinda Nervous IDK
Designing a campaign around direct mail challenged me to translate Figma’s digital experience into something physical and engaging. The project taught me how to represent the brand’s diverse community while maintaining its playful, collaborative, and intuitive essence across every campaign touchpoint.
This interactive direct-mail campaign invites recipients to Config 2026 through a series of scratch, peel, press, slide, and flip interactions. Each action reflects Figma’s collaborative, playful, and hands-on approach to bringing people and ideas together.