The Idea

A self-initiated concept: what would a Halloween limited edition of Monster Energy look like? The answer was already hiding in the logo. Monster's three claw marks look a lot like the carvings on a jack-o'-lantern, so instead of decorating the can with Halloween clichés, we turned the claws themselves into the pumpkin — carved into a black can and burning from the inside, as if a candle were lit behind them.

This is an unofficial concept project created for the BAGHDADS portfolio. It is not affiliated with, endorsed by, or produced for Monster Energy.

The Work

From Label
to Launch Film

The label was designed first: fiery claw marks on a matte black can, with orange carrying the whole palette and the PUMPKIN wordmark set beneath the claws. The glow was built into the artwork itself rather than added as an effect, so the same look can carry over to print — fluorescent orange inks on a metallic base.

The can was then modeled in 3D at the real dimensions of a 500 ml Monster can and rendered with a metallic finish, so the label wraps exactly the way it would on the shelf.

Finally, the launch film: a close-up that climbs the can and speeds up as it rises, a pull-back into a slow spin, and a Halloween night built around it — a low orange moon, drifting fog, and embers rising from the bottom of the frame — closing on the can and the line Unleash the Pumpkin. Delivered in 9:16 for Reels and Stories, and 4:5 for the LinkedIn feed.