BRAND EXPERIENCE.
Initial concept ideation crafted to elevate brand awareness through immersive fan-driven experiences. Each framework considers emotion, crowd energy, audience journey, and defining moments, shaping how a brand is felt within the intensity of live engagement. Every element is strategically composed into a cohesive, brand-centered experience that strengthens loyalty and leaves a lasting impression.
Chobani sought to connect more authentically with its core audience, moms and their children, while introducing new products in a way that felt natural and approachable. The concept centered on meeting families where their everyday moments already unfold: at the park. A branded mobile tour arrived and transformed into an inviting lounge environment, offering free yogurt samples and relaxed gathering space on their own turf. By embedding the brand within a familiar setting, the activation encouraged genuine engagement and real-time feedback and strengthened affinity through experience rather than advertisement.
Chobani mobile tour
BRAND EXPERIENCE: CULINARY STORIES
Johnsonville introduced its new on-the-go burger through a bold, nostalgia-driven mobile activation. A fully customized 1977 station wagon, complete with faux grill flames, spatula-inspired rims, shag-carpeted interiors, and a built-in mini fridge stocked with burgers, became a roaming brand experience across Milwaukee, Madison, and Chicago. Operating as a ride-share option, the wagon surprised late-night riders with hot burgers on their way home, occasionally featuring guest drivers from That ’70s Show, turning product sampling into a cultural, highly shareable moment.
JOHNSONVILLE PATTY WAGON
BRAND EXPERIENCE: CULINARY STORIES
Martini Rossi provided a cinematic black-and-white commercial shot in Italy, punctuated by vivid pops of red, where a café patron is swept by the wind through a surreal street ballet of roses, movement, and transformation before arriving at an airport beneath the line, “No matter where life brings you, Martini Rossi is along for the ride.” From that narrative, a 15x20 exhibit experience translated film into space with stacked suitcase walls symbolizing travel, airy white sail elements overhead echoing flight, and brand ambassadors dressed as modern stewards distributing faux passports inviting guests to step inside and continue the journey in an immersive, interactive brand moment.
martini rossi: food and wine festival
BRAND EXPERIENCE: CULINARY STORIES
Tasked with designing a modern pop-up shop for Beyoncé’s Formation World Tour, the concept centered on a modular, light-filled retail environment that felt as intentional and powerful as the performance itself. The airy structure played with transparency, dynamic lighting, and subtle fragrance, while the music served as the red thread, immersing fans fully in the tour’s energy. More than a merch stop, the space functioned as both a curated retail experience and a designed social moment, offering intentional photo opportunities that transformed shopping into a shareable extension of the concert narrative.
THE FORMATION WORLD TOUR
BRAND EXPERIENCE: LIVE MUSIC
At Austin City Limits, Lowe’s sponsored a pop-up designed to feel like something festivalgoers could build in their own backyard, constructed entirely from Lowe’s materials to celebrate DIY culture within a music-driven setting. Even the queue became part of the experience, with interactive paint-can drum sets that transformed sound into bursts of colored paint shooting through clear tubes. Inside, guests relaxed in a backyard-style lounge filled with patio furniture and Adirondack chairs while enjoying local bands, and on their way out, a 12-foot rotating Lone Star installation invited attendees to sign and leave their mark, creating a participatory moment activated from both inside and out.
The Workshop: Lowe’s at ACL
BRAND EXPERIENCE: LIVE MUSIC
To bring a more design-forward edge to Lowe’s music festival presence, the challenge was to create a structure that could live comfortably within the creative landscape of Coachella. The result was The Artist Garage, an open-concept environment built from stacked shipping containers, softened with a tailored wood canopy and a second-level patio offering elevated views of the festival grounds. The stage was styled as an open garage, a nod to where many bands begin, and set at eye level to foster a more intimate, human connection between artist and audience. Above, a crafted cocktail bar on the upper patio featured custom variations of the bands’ favorite drinks, adding another layer of storytelling and deepening the connection between musician and fan.
The Artist garage: Lowe’s at coachella
BRAND EXPERIENCE: LIVE MUSIC
This Old Spice partnership at a gaming festival, imagine Comic-Con colliding with a summer music fest, was equal parts ridiculous and brilliant. Leaning fully into the brand’s irreverent tone (with Terry Crews messaging front and center), the activation featured a larger-than-life water mister to cool down costumed fans in the heat, but the true showstopper was an interactive scent experience that invited attendees to literally smell the armpits of their favorite video game characters. Yes, Sonic. Master Chief. Link. Mario. Larger-than-life sculpted torsos and raised arms with built-in fragrance ports allowed fans to discover the new deodorant line in the most hilariously on-brand way possible, turning product sampling into a memorable, laugh-out-loud moment that only Old Spice could pull off.
old spice: Deodorant Wall
BRAND EXPERIENCE: LIVE MUSIC
BRAND EXPERIENCE: LIVE MUSIC
For Taylor Swift’s 1989 Tour, Xfinity partnered with CoverGirl to create the ultimate fan experience inside the “’89 Loft”, a pop-up lounge designed as an intimate extension of Taylor’s world. The space featured soft seating, makeup stations with illuminated mirrors, Swiftie swag, and a large LED wall that delivered a pre-recorded greeting from Taylor, scaled to feel strikingly real. VIP fans received full glam sessions from professional makeup artists and stylists, stepping into their own Taylor-inspired moment. On one unforgettable night in Nashville, what began as a routine video greeting turned into a surprise appearance when Taylor herself emerged from behind the LED screen, transforming an already elevated activation into a once-in-a-lifetime experience for her most devoted fans.
Xfinity: ‘89 Loft
BRAND EXPERIENCE: GAME DAY SPORTS
For Super Bowl 50 in San Francisco, a seven-story-high retreat on Market Street was created for Visa customers and partners to relax and connect in the days leading up to the game, offering sweeping views of the city and the Ferry Building. The space blended crafted F&B, refined lounge environments, and indoor-outdoor moments with curated brand activations, highlighted by a custom Levi’s experience. Guests engaged with a smart mirror that captured their measurements before selecting jean styles, vintage logos, patches, thread colors, and hardware details true to Levi’s heritage. Onsite seamstresses then crafted the custom pieces, allowing guests to return at their convenience to collect a one-of-a-kind keepsake from an elevated Super Bowl experience.
Visa: Super Bowl 50
When Oracle OpenWorld called San Francisco home, Howard Street between the Moscone buildings became a bold extension of the brand, painting the town red and transforming into a larger-than-life destination. Among the concepts developed over four years, “The Arch” stood out: a forty-foot double archway spanning the street, creating a dramatic gateway for attendees walking from their hotels. Designed through the 30-10-3 rule, what you see at 30 feet shifts at 10 and transforms again at 3. The structure revealed itself in layers: from a striking red geometric form at a distance to textured surfaces up close to thousands of registrant names embedded tone-on-tone within the façade. The result was a monumental, shared moment of recognition and excitement, seeing your own name or a colleague’s etched into a glowing red monolith rising from the grey concrete city.
ORacle: Openworld entrance
BRAND EXPERIENCE: CORPORATE CONFERENCE