The “Don’t Tell” campaign revealed the hidden perks of a Costco membership beyond bulk shopping, using a playful, secretive tone to make members feel part of an exclusive circle. I designed the poster, wrote the copy, and created scripts for the video and audio ads those are bringing the concept to life through witty storytelling, engaging dialogue, and bold visuals that showcased Costco as more than a store, but a place full of unexpected benefits worth keeping (and sharing) a secret.