RP-FX Music Boxes

Reese's Puffs

Client -

Reese's Puffs

Agency -

Anomaly X Deeplocal

Role -

Creative Direction - Art Direction - UX

Project Summary

We were approached to make a musical instrument using Reese's Puffs boxes. So we took that seed of a thought and turned it up to 11. This is the RP-FX: three AR-based musical instruments printed onto the back of 3 million Reese's Puffs cereal boxes. Reese's Puffs fans use the Puffs inside their box to control the music. Each box features a different set of sounds that can be used to make smooth groves or sick beats. Make music while you eat your breakfast. That's not all though, we wanted to push Reese's Puffs music making into the hands of professionals, so I devised and designed the RP-PRO - a fully functioning, fully physical drum machine and synthesizer, including Reese's Puffs shaped keys for the keyboard and Reese's cups for knobs and dials - oh and did I mention that it doubles as a real deal cereal box with the ability to pour out a delicious bowl of puffs?


This was a highly technical, highly complex project. For the cereal boxes, I needed to design a musical system that was easily read by our computer vision software, that was easy to use, that could be printed on 3 million cereal boxes, and that fit right in with the super fun world of Reese's Puffs. I devised a grid system that allowed all of our musical puffs to be easily read, but made it look and feel like a lot of the most popular digital-based instruments out there.

Then for the RP-Pro, we built an instrument from the ground up. I mined old and new classic groove boxes, like the MPC and the OP-1, to built out the UX and design for our instrument. Then I took those thoughts and blended them with Reese's Puffs cereal box design and labels to make a truly one-of-kind Reese's expereince.