Physical | Spatial | Community
LARGE-SCALE PHYSICAL EXPERIENCES
Large-scale physical experiences are about designing for massive crowds while considering the individual to craft a collective, yet deeply personal branded journey. For a brand, IP, or entertainment property, these shared moments offer a rare opportunity to forge genuine, real-world connections.
As a Creative Director, I find the authentic intersection between a brand’s goals and ambition and what their audience actually cares about. I collaborate with multidisciplinary teams across continents to navigate complex realities, such as crowd flow, regulations, and global fabrication, while protecting the strategic creative vision to deliver tangible worlds truly worth experiencing and sharing.
THE PLAYBOOK IN ACTION
Translating an abstract brand brief into a fully realized, high-traffic destination requires a constant balancing act between intense creative vision and grounded reality. Here are a few project examples of how I put the playbook approach to work to build massive, unforgettable physical ecosystems for global brands:
TWITCHCON AMSTERDAM | MASSIVE SCALE FOR EVERY FANDOM TO SQUAD UP
Bridging the gap between URL communities and physical spaces for 17,000 highly engaged attendees required balancing the collective festival throughput with individual self-expression.
I led the experiential creative vision to turn the Twitch chat into physical reality, architecting an immersive "Big Room" with six dedicated interactive zones meticulously themed around different gaming genres.
By carving out specific spaces, from the Arcade Pod to the 8-Bit Disco, where fans could safely squad up without losing the personalized moments the community demands, we successfully managed a festival-scale crowd while delivering a highly interactive, FOMO generating, creator-first ecosystem.
UNIVERSAL PICTURES: WICKED AT ROCK IN RIO | DEFYING EXPECTATIONS IN FESTIVAL BRAND EXPERIENCES
To cut through the sensory noise of a 700,000-person music festival, we needed to capture the attention of a highly distractible audience for the launch of Wicked. Finding the exact intersection between Universal's cinematic ambition and the festival's energy, I directed the creative concept and execution for a highly themed portal that let fans physically cross over into the film's two protagonists' atmosphere.
We proved pink goes good with green by prioritizing tactile, shareable takeaways like exclusive Glinda bubble wands and friendship bracelets, ensuring that our creative physical footprint translated directly into massive digital reach.
THE SUPER MARIO BROS. MOVIE | BRINGING THE MUSHROOM KINGDOM TO LOLLAPALOOZA
Translating one of the most iconic video game IPs in history into a physical world requires absolute creative fidelity for die-hard fans. To give over 300,000 Lollapalooza attendees the ultimate warp pipe into the Mushroom Kingdom, I led the creative translation of the IP, collaborating closely with multidisciplinary fabrication teams to fiercely protect the core vision.
Navigating complex build regulations, we engineered everything from a real-life Rainbow Road kart to a massive Piranha Plant photo op, delivering a flawless, explorable environment that perfectly protected the brand and built intense hype for the global cinematic release.
PROVEN AT GLOBAL SCALE
This same approach to immersive spatial storytelling and large-scale fabrication has been successfully deployed to connect brands with fans across high-traffic destinations around the world.
These tangible ecosystems include bringing Moxxi’s Bar to life for Ballantine’s x Borderlands at CCXP, orchestrating Fictor’s presence at WebSummit Rio, building Panda Express’s House of Good Fortune, and architecting experience hubs at Google’s massive interactive footprint at CES 2024.
MORE WORK
Physical | Spatial | Community
LARGE-SCALE PHYSICAL EXPERIENCES
Large-scale physical experiences are about designing for massive crowds while considering the individual to craft a collective, yet deeply personal branded journey. For a brand, IP, or entertainment property, these shared moments offer a rare opportunity to forge genuine, real-world connections.
As a Creative Director, I find the authentic intersection between a brand’s goals and ambition and what their audience actually cares about. I collaborate with multidisciplinary teams across continents to navigate complex realities, such as crowd flow, regulations, and global fabrication, while protecting the strategic creative vision to deliver tangible worlds truly worth experiencing and sharing.
THE PLAYBOOK IN ACTION
Translating an abstract brand brief into a fully realized, high-traffic destination requires a constant balancing act between intense creative vision and grounded reality. Here are a few project examples of how I put the playbook approach to work to build massive, unforgettable physical ecosystems for global brands:
TWITCHCON AMSTERDAM | MASSIVE SCALE FOR EVERY FANDOM TO SQUAD UP
Bridging the gap between URL communities and physical spaces for 17,000 highly engaged attendees required balancing the collective festival throughput with individual self-expression.
I led the experiential creative vision to turn the Twitch chat into physical reality, architecting an immersive "Big Room" with six dedicated interactive zones meticulously themed around different gaming genres.
By carving out specific spaces, from the Arcade Pod to the 8-Bit Disco, where fans could safely squad up without losing the personalized moments the community demands, we successfully managed a festival-scale crowd while delivering a highly interactive, FOMO generating, creator-first ecosystem.
UNIVERSAL PICTURES: WICKED AT ROCK IN RIO | DEFYING EXPECTATIONS IN FESTIVAL BRAND EXPERIENCES
To cut through the sensory noise of a 700,000-person music festival, we needed to capture the attention of a highly distractible audience for the launch of Wicked. Finding the exact intersection between Universal's cinematic ambition and the festival's energy, I directed the creative concept and execution for a highly themed portal that let fans physically cross over into the film's two protagonists' atmosphere.
We proved pink goes good with green by prioritizing tactile, shareable takeaways like exclusive Glinda bubble wands and friendship bracelets, ensuring that our creative physical footprint translated directly into massive digital reach.
THE SUPER MARIO BROS. MOVIE | BRINGING THE MUSHROOM KINGDOM TO LOLLAPALOOZA
Translating one of the most iconic video game IPs in history into a physical world requires absolute creative fidelity for die-hard fans. To give over 300,000 Lollapalooza attendees the ultimate warp pipe into the Mushroom Kingdom, I led the creative translation of the IP, collaborating closely with multidisciplinary fabrication teams to fiercely protect the core vision.
Navigating complex build regulations, we engineered everything from a real-life Rainbow Road kart to a massive Piranha Plant photo op, delivering a flawless, explorable environment that perfectly protected the brand and built intense hype for the global cinematic release.
PROVEN AT GLOBAL SCALE
This same approach to immersive spatial storytelling and large-scale fabrication has been successfully deployed to connect brands with fans across high-traffic destinations around the world.
These tangible ecosystems include bringing Moxxi’s Bar to life for Ballantine’s x Borderlands at CCXP, orchestrating Fictor’s presence at WebSummit Rio, building Panda Express’s House of Good Fortune, and architecting experience hubs at Google’s massive interactive footprint at CES 2024.
MORE WORK
Physical | Spatial | Community
LARGE-SCALE PHYSICAL EXPERIENCES
Large-scale physical experiences are about designing for massive crowds while considering the individual to craft a collective, yet deeply personal branded journey. For a brand, IP, or entertainment property, these shared moments offer a rare opportunity to forge genuine, real-world connections.
As a Creative Director, I find the authentic intersection between a brand’s goals and ambition and what their audience actually cares about. I collaborate with multidisciplinary teams across continents to navigate complex realities, such as crowd flow, regulations, and global fabrication, while protecting the strategic creative vision to deliver tangible worlds truly worth experiencing and sharing.
THE PLAYBOOK IN ACTION
Translating an abstract brand brief into a fully realized, high-traffic destination requires a constant balancing act between intense creative vision and grounded reality. Here are a few project examples of how I put the playbook approach to work to build massive, unforgettable physical ecosystems for global brands:
TWITCHCON AMSTERDAM | MASSIVE SCALE FOR EVERY FANDOM TO SQUAD UP
Bridging the gap between URL communities and physical spaces for 17,000 highly engaged attendees required balancing the collective festival throughput with individual self-expression.
I led the experiential creative vision to turn the Twitch chat into physical reality, architecting an immersive "Big Room" with six dedicated interactive zones meticulously themed around different gaming genres.
By carving out specific spaces, from the Arcade Pod to the 8-Bit Disco, where fans could safely squad up without losing the personalized moments the community demands, we successfully managed a festival-scale crowd while delivering a highly interactive, FOMO generating, creator-first ecosystem.
UNIVERSAL PICTURES: WICKED AT ROCK IN RIO | DEFYING EXPECTATIONS IN FESTIVAL BRAND EXPERIENCES
To cut through the sensory noise of a 700,000-person music festival, we needed to capture the attention of a highly distractible audience for the launch of Wicked. Finding the exact intersection between Universal's cinematic ambition and the festival's energy, I directed the creative concept and execution for a highly themed portal that let fans physically cross over into the film's two protagonists' atmosphere.
We proved pink goes good with green by prioritizing tactile, shareable takeaways like exclusive Glinda bubble wands and friendship bracelets, ensuring that our creative physical footprint translated directly into massive digital reach.
THE SUPER MARIO BROS. MOVIE | BRINGING THE MUSHROOM KINGDOM TO LOLLAPALOOZA
Translating one of the most iconic video game IPs in history into a physical world requires absolute creative fidelity for die-hard fans. To give over 300,000 Lollapalooza attendees the ultimate warp pipe into the Mushroom Kingdom, I led the creative translation of the IP, collaborating closely with multidisciplinary fabrication teams to fiercely protect the core vision.
Navigating complex build regulations, we engineered everything from a real-life Rainbow Road kart to a massive Piranha Plant photo op, delivering a flawless, explorable environment that perfectly protected the brand and built intense hype for the global cinematic release.
PROVEN AT GLOBAL SCALE
This same approach to immersive spatial storytelling and large-scale fabrication has been successfully deployed to connect brands with fans across high-traffic destinations around the world.
These tangible ecosystems include bringing Moxxi’s Bar to life for Ballantine’s x Borderlands at CCXP, orchestrating Fictor’s presence at WebSummit Rio, building Panda Express’s House of Good Fortune, and architecting experience hubs at Google’s massive interactive footprint at CES 2024.