MILKA: 360 RETAIL & SHOPPER ECOSYSTEM

Chocolate cravings at the point of sale, from hypermarkets to corner stores.

Client & year

Mondelēz International

2026 / via VML

Role

Art Direction
Key Visual Design
AI & Motion Pipeline
Shopper & POSM Systems
Print Mechanicals

Summary

A refresh of Milka's retail presence in Morocco, built on product cues: visible chocolate chunks, creamy Alpine milk, and molten textures. I took it across supermarket gondolas, corner store counter displays, and an AI-driven motion pipeline.

Master Key Visual

Master Visual Identity

Milka wanted to lead with craving cues, so I made the layered chocolate chunk the hero, wrapped in molten chocolate and Alpine milk splashes. The layer breakdown below shows the composite build, from raw chunks and lighting passes to contact shadows and type.

Intrinsic Launch Film

Launch Commercial

I re-edited existing brand footage into a sharp 15-second spot, pacing the edit around pure appetite appeal and ending on the newly designed motion key visual.

Motion & AI Pipeline

I blocked and animated simple 3D geometric shapes in After Effects to lock camera velocity and timing. Then I used an AI Video-to-Video pass to turn those moving blocks into photorealistic chocolate chunks with natural liquid physics, adding animated typography on top.

Social & Native Cutdowns

Screen & Format Adaptations

I rebuilt the motion assets natively for social: 6-second bumpers, 4:3 display cuts, and vertical 9:16 videos for TikTok and Instagram Reels.

Milka key visual static adaptations in 4:3 and 9:16

Hypermarket Endcaps & Gondolas

Modern Trade: Hypermarket Gondolas

Hypermarket shoppers browse. I designed large endcap displays (TG units) with big chunk visuals to stop people in the aisle and trigger unplanned purchases.

Milka hypermarket endcap gondola simulation, first

Milka hypermarket endcap gondola simulation, second

Milka hypermarket endcap gondola simulation, third

In-Aisle Shelf Blocking

In-Aisle Merchandising & Shelf Dressings

I designed the shelf blocking that claims the chocolate aisle for Milka: custom shelf strips, wobblers, and dividers that lead shoppers straight to the bars.

Milka in-aisle shelf blocking simulation with shelf strips, wobblers and dividers

Checkout Impulse Displays

Checkout & Cash Register Systems

The last impulse moment. I designed compact point-of-sale units for the checkout to trigger single-bar purchases while people wait in line.

Milka checkout impulse display simulation at the cash register

Convenience & Corner Stores

Traditional Trade: Convenience Stores

Neighborhood shops have little floor space, so I designed compact countertop displays and hanging racks that sit right beside the cash register.

Milka countertop display and hanging rack simulation in a corner store

Print-Ready Mechanicals

Production & Print Mechanicals

Beyond the concepts, I delivered the production files: flat die-lines, cut paths, and print-ready mechanicals for manufacturing.

Milka gondola print mechanicals with die-lines and cut paths

Milka shelf dressing print mechanicals with die-lines and cut paths

Milka checkout display print mechanicals with die-lines and cut paths