The Ghoul Gang Story
Behind the scenes of our first Halloween Advent Puzzle Experience
Written by Soon Cho / May 28, 2024 / Profile photo: Ghoul Gang by Frenemy
There’s something magical about opening a box and not knowing exactly what’s inside...
That thrill of surprise, of joy in a small moment. That’s the spirit that inspired the Ghoul Gang: our very first Halloween Advent Calendar.
I’m Soon, the artist and founder of SOONNESS - an independent puzzle brand that brings art, storytelling, and playful experiences to puzzlers around the world. Since 2021, I’ve been creating joy with premium, plastic-free puzzles in collaboration with artists I admire. And this year, I decided it was time to create something entirely new.
This is the story of how the Ghoul Gang came to life, from an idea to 15 mischievous mini monsters and one final haunted surprise.
The Spark: Where It All Began
The idea of a Halloween advent calendar had been bubbling in my mind for a while. I’ve always been fascinated by the concept of opening something special each day - there’s a magical quality to it. I believe life is about experiencing little moments of joy, and the more we have those moments, the richer our lives will be.
Instead of a daily format, I decided to go with an every-other-day rhythm: 15 mini puzzles that build anticipation, leading to one big finale on Halloween night. You’re free to play your own way, but I personally love the rhythm of solving every other day.
Whether you enjoy puzzles solo or with friends, the Ghoul Gang was designed to be flexible. You can enjoy the whole experience by yourself, or bring people together for a fun group session where everyone gets their own mini puzzle to work on.
Meet the Artist: Frenemy
As soon as I knew I wanted to create a Halloween-themed advent calendar, I immediately thought of Frenemy. We had previously worked together on the "Treasure Hunters" puzzle, and his talent for designing quirky, cartoony monsters is unmatched. Beyond that, we built a real connection as artists after meeting in person in Malaysia.
When I reached out, Frenemy was all in.
"As a lover of Halloween and character design, I was super excited about this project!" he said. From the very start, his mind was racing with ways to create a cast of characters that felt both familiar and totally new.
This would become one of the most intense projects he’s ever taken on in such a short time: full-color illustrations for 15 unique mini puzzles and one massive finale. "I worked day and night for weeks on these," he told me. "It was challenging, but I think sometimes the pressure brings out your best work."
From Sketches to Spirits
The earliest concept was simple: one spooky, cute character per mini puzzle. I wanted them to feel a little eerie, a little sweet, and completely unique in that signature Frenemy style. We tossed around a few name ideas, including "Ghoul School," but ended up going with "Ghoul Gang" - it was catchy, fun, and a perfect fit.
Frenemy’s approach to character design is wonderfully organic.
He starts with rough ideas and lets the characters evolve as he draws. "I constantly change things as the illustration begins to take shape," he shared. "I also love adding little details, so viewers can come back and discover things they didn’t catch the first time."
Frenemy also shared that he approached each member of the Ghoul Gang with the intention of creating something wild and totally unexpected. While some visual clues appear on the mini puzzle boxes, he purposefully added twists that make the completed puzzle a surprise. He leaned into his signature playful and humorous style, aiming for a lighthearted tone while still capturing that spooky Halloween vibe. Each illustration tells a mini story filled with little clues and expressive details - designed to keep puzzlers smiling and wondering about the world these quirky characters come from.
Some favorites emerged during the process. One standout for him was Sugarfiend - a hyper-detailed, colorful character with a sweet tooth, just like him (you will meet this character once you do this puzzle!). As for me, seeing those early sketches turn into lively little monsters was pure joy.
Building the Experience
Getting the structure right was a puzzle in itself. We tested multiple piece counts for the mini puzzles and finally settled on 54 pieces - just enough for a satisfying experience in one sitting. For the finale, I wanted something special for Halloween night, so we went with a 300-piece puzzle to tie the whole story together.
There were challenges, of course: designing all the individual mini boxes, the final box, and the overall advent packaging. Seeing the white samples for the first time was surreal. This was the first time I developed a product outside of our classic 1000-piece format, and the whole process felt fresh and exciting.
Ghoul Gang is born
The final product? A colorful, character-filled Halloween countdown, packed with heart. "I’m super proud of how it turned out," Frenemy said. "I poured a lot of heart into it."
One of his favorite parts is the box cover itself,
drawn in his funky graffiti-inspired style. And in the finale puzzle, you’ll even meet his recurring characters, Mochi and the Doodle Dogs, on a special little adventure.
I hope that when you open each puzzle, you experience what we did while creating it: joy, surprise, and a touch of Halloween magic.
Whether you’re puzzling alone or with others, the Ghoul Gang is ready to haunt your October in the best possible way.
Last words from the artist Frenemy-
"I’m incredibly passionate about character design and storytelling, and if my work can inspire people to lose themselves in the spooky, imaginary world I’ve created- and spark some imagination of their own, then I’ve truly accomplished what I set out to do. I’ve always been deeply inspired by the children’s books and illustrations that sparked my imagination when I was young, and that’s exactly what I hope to pass on to others through the world I’ve created."
You can learn more about the artists here.