LOREN MITCHELL

LOREN MITCHELLLOREN MITCHELLLOREN MITCHELL

LOREN MITCHELL

LOREN MITCHELLLOREN MITCHELLLOREN MITCHELL
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  • SCALING CREATIVE
  • RELAUNCHING A BRAND
  • CREATIVE THAT CONVERTS

RELAUNCHING AN ICON FOR TWO GENERATIONS

THE BRIEF:

  Reintroduce LPS to Gen Alpha while reconnecting with the original collector community.

THE PROBLEM:

Two generations. Very different media behaviors and reasons for loving LPS. One brand that still needed to feel cohesive.

THE INSIGHT:

LPS has always been a quirky storytelling brand built around individuality and collecting. Rather than recreate the past, we used that DNA to help a new generation find their “mascot” and tell their own stories.

MY ROLE:

Creative Direction · Campaign Development · Creative Briefing · Production · Cross-Channel Rollout · Global Adaptation

THE STRATEGY:

GEN ALPHA - Play · Storytelling · Stop Motion · Interactive

GEN Z + COLLECTORS - Nostalgia · Creators · BTS · Social-First

PARENTS + GIFT-GIVERS - Product Storytelling · Commercial · YouTube + Meta

THE CREATIVE INTENT

F24 Bobble to the Beat Unboxing

Creator mailer turned unboxing into a TikTok dance experience.
Concept · Art Direction · Dieline Creation

S24 Littlest Pet Shop Commercial S1

Launched the new generation while welcoming original collectors back.
Concept · Brief · Preproduction · Creative Direction

F25 Lifestyle Photography

Y2K-inspired photography connected new product with the brand's nostalgic roots.
Creative Direction

F25 Stop Motion Content

F25 Stop Motion Content

Episodic storytelling built for younger fans and adapted for Shorts.
Creative Direction · Story Development

S26 Story Quest

F25 Stop Motion Content

S26 Story Quest

Interactive storytelling gave young readers another way to explore the LPS world.
Creative Direction · Game Logic · Project Management

F26 Commercial

F25 Stop Motion Content

S26 Story Quest

World-building creative built around character, collecting and discovery.
Concept · Creative Direction · Production

COMMUNITY INCLUSION

ONE BRAND, MANY FORMATS

COMMUNITY INCLUSION

OG creators went from documenting the relaunch BTS to appearing in the commercial creative itself.

BEYOND THE SCREEN

ONE BRAND, MANY FORMATS

COMMUNITY INCLUSION

Original TikTok campaign song → 93K+ Spotify plays

ONE BRAND, MANY FORMATS

ONE BRAND, MANY FORMATS

ONE BRAND, MANY FORMATS

Commercial · Social · Stop Motion · Interactive · Creator · eComm · Retail

THE RESULTS:

LPS returned as a brand built for both generations—not by giving everyone the same content, but by giving each audience a relevant way into the same world.

Loren Mitchell - Creative Direction and Operations

Copyright © 2026 Loren Mitchell - Creative Direction and Operations

All Rights Reserved.

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