BRAND EXPERIENCES
Great brands don’t just communicate. They create moments people remember. I design immersive experiences that translate brand strategy into physical environments where storytelling, emotion, and interaction come together. From global conferences and consumer activations to festivals, pop-ups, and experiential campaigns, every experience is designed to deepen connection, inspire action, and transform audiences into advocates.
Old spice
As creative director, I led the creative vision and experiential design for an immersive gaming festival that brought the bold, irreverent personality of the Old Spice brand into a live environment. From concept development through execution, I guided the creative team in translating the brand’s distinctive voice into a cohesive attendee journey, balancing high-energy competition, interactive gameplay, product discovery, and social moments within a single experience.
My role included establishing the creative strategy, developing the spatial narrative, directing environmental design, and ensuring every touchpoint reinforced the brand’s playful identity. Working closely with cross-functional teams, I helped shape an experience that felt unmistakably Old Spice while creating memorable moments that encouraged exploration, engagement, and authentic connection with the brand.
Role: Creative Director
Leadership: Creative Strategy • Experience Design • Art Direction • Spatial Planning • Creative Leadership • Cross-functional Collaboration
Focus: Brand Experience • Consumer Engagement • Experiential Marketing
Johnsonville
To strengthen Johnsonville’s connection to its Midwest roots and celebrate the nostalgia of backyard grilling, I led the creative vision for The Patty Wagon, a mobile brand experience that transformed a vintage 1970s station wagon into a rolling expression of the brand.
Inspired by the iconic era of That ’70s Show, the activation traveled throughout Wisconsin and Chicago, bringing Johnsonville directly to consumers through unexpected moments of delight. At the center of the campaign was a surprise rideshare experience where cast members from That ’70s Show picked up unsuspecting fans, creating authentic conversations, genuine reactions, and unforgettable memories that extended far beyond a traditional brand activation.
As lead experience designer, I established the creative strategy, developed the experiential narrative, and led the multidisciplinary team responsible for reimagining the vehicle from the ground up. Every element was intentionally designed to immerse guests in a nostalgic world, from the custom retro aesthetic and living room-inspired interior to the playful branded details that rewarded discovery and encouraged sharing.
Rather than simply promoting a product, The Patty Wagon transformed Johnsonville into an experience people could step inside, creating an emotional connection through storytelling, surprise, and shared moments that left a lasting impression long after the ride ended.
Role: Experience Designer
Leadership: Creative Strategy • Concept Development • Art Direction • Experience Design • Environmental Design • Spatial Planning • Creative Leadership • Cross-Functional Collaboration • Fabrication Direction • Production Partnership
Focus: Brand Experience • Experiential Marketing • Consumer Engagement • Mobile Tour • Brand Storytelling • Immersive Environments • Entertainment Marketing • Cultural Activation
Visa | Super Bowl 50
For Super Bowl 50, I led the creative vision for Visa’s executive hospitality experience, transforming a multi-story venue near Levi’s Stadium into an immersive environment that celebrated the spirit of San Francisco while delivering an elevated brand experience for Visa’s C-suite executives, strategic partners, and VIP guests throughout Super Bowl week.
Designed as both a hospitality destination and a relationship-building platform, the experience blended premium service with authentic local culture. Guests explored branded activations, including a custom Levi’s retail experience, enjoyed a curated selection of iconic San Francisco culinary favorites, and experienced thoughtfully designed spaces that encouraged conversation, networking, and discovery. Every touchpoint reflected Visa’s commitment to innovation, partnership, and world-class hospitality.
As lead experience designer, I established the creative strategy, shaped the guest journey, and led the multidisciplinary team responsible for bringing the experience to life. From environmental design and branded storytelling to premium amenities and white glove service, every element was intentionally crafted to create meaningful moments that strengthened relationships with Visa’s most valued clients and partners during one of the world’s most recognizable sporting events.
Role: Experience Designer
Responsibilities: Creative Strategy • Experience Design • Art Direction • Environmental Design • Spatial Planning • Creative Leadership • Guest Journey Design • Cross-Functional Collaboration • Client Partnership • Production Oversight
Focus: Executive Hospitality • Brand Experience • VIP Engagement • Experiential Marketing • Cultural Storytelling • Relationship Marketing • Premium Service Design • Immersive Environments