Psycho Bunny: Artist Series

Written By Ana Thomas

Role: Creative Strategist · Project Lead · Brand Steward

Client: The University of the Arts / Eastern Standard

Tools: Drupal, Harvest Time Tracking, TeamGantt, Jira, Slack

Project Overview and Objective

Psycho Bunny, a luxury men’s streetwear brand known for its bold identity, tapped artist Kyle Confehr for a flagship store mural and brand activation. The partnership extended beyond in-store artwork to a full-scale digital campaign, including an artist-led Instagram Story takeover, curated Spotify playlist, and limited-edition merchandise drop.

As Creative Strategist and Project Lead, I was embedded in all phases of the collaboration—managing business development, artist coordination, content strategy, and production oversight from kickoff through final deliverables.

Strategic Approach

  • Collaborated with Psycho Bunny’s in-house marketing and creative teams to shape the visual and narrative tone of the campaign

  • Reviewed and refined content and copy to ensure brand alignment across artist and client touchpoints

  • Developed a streamlined creative process for artwork review, including contractual boundaries for revision rounds and approvals

Outcomes & Results

Instagram Story Takeover Strategy:

  • 24-hour artist takeover on @psychobunny’s Instagram (400k+ followers)

  • Custom video and image content captured by the artist

  • Interactive story elements: polls, sliders, Q&A to boost engagement

  • Collaborative on a curated Apple Music playlist meant to reflect the music the artist listens to.

Limited-Edition Merchandise:

  • Artist-designed graphics printed on Psycho Bunny’s premium tees

  • Drop promoted through social, in-store, and PR channels

Overall Reach:

  • Campaign reached over 500,000 followers across digital platforms

  • Drove traffic to the flagship store launch and enhanced brand affinity with art-driven audiences

Leadership and Collaboration

  • Advised artist on project scope, estimates, deliverables, and timelines

  • Served as brand liaison between external agency, In Good Co, artist, and Psycho Bunny’s merchandising, marketing, and PR teams

  • Resourced and coordinated external talent (photographers, videographers, framers) for final asset delivery

Ana Thomas
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