When culture leads, luxury listens.

Why:

Mercedes-Benz set out to deepen relevance with multicultural audiences by moving beyond traditional automotive storytelling. The brand wanted to create meaningful connection while honoring the creative leaders shaping culture today.

Rather than marketing to audiences, Mercedes-Benz sought to build something with them, celebrating creativity as a driving force behind progress.

What:

The Table became a brand-led culinary and cultural experience series designed to spotlight multicultural creators across food, music, art, film, fashion, and technology.

Guests were invited to take their seat at an immersive table where curated dinners, live performances, and creator conversations unfolded in real time. Each experience paired established and emerging voices, fostering dialogue around creativity, innovation, and cultural impact, while reinforcing Mercedes-Benz’s legacy of forward-thinking design.

Beyond the event itself, The Table extended its impact through CSR givebacks, empowering the next generation of creators and reinforcing Mercedes-Benz’s commitment to inclusivity and creative advancement.

My Role: Executive Creative Director

Led concept development and experience strategy from insight through execution. Directed the creative vision, spatial storytelling, and audience journey while collaborating with brand, partnerships, production, and creator teams to bring the series to life.

Impact

Created a culturally resonant platform that positioned Mercedes-Benz as an ally to creative communities.

Strengthened emotional connection with multicultural audiences through immersive storytelling and creator-led experiences.

Expanded the brand’s relevance beyond automotive into culture, creativity, and community, reinforcing Mercedes-Benz as a modern luxury brand rooted in innovation and inclusion.

When you feel at home, anywhere becomes magic.

Why:

During the holiday season, UK families are experienced travelers, but booking a hotel stay often comes with one major concern: missing out on the rituals and comforts children associate with being home.

Hilton saw an opportunity to remove that emotional barrier by reimagining what a holiday stay could feel like, transforming hotels into warm, festive destinations that preserved the traditions families cherish most.

What:

Ho Ho Home for the Holidays was an immersive, omni-channel campaign that brought the magic of home directly into Hilton properties across the UK.

Five hotels were transformed with elegant fireplace installations where families could gather for familiar rituals, from caroling with local performers and UK talent to cozy story time and complimentary festive treats curated by Santa’s Head Elf, Buddy. Guests were invited to capture “Elfies” for a chance to win one million Hilton Honors points before exploring Santa’s Hilton Hotel Room.

At the heart of the experience was Santa’s Ho Ho Home, a fully immersive room designed as Santa’s seasonal sanctuary. Families and influencers helped Santa prepare for Christmas Eve through a treasure-hunt-inspired coloring book experience, guided by Buddy. Custom holiday crackers were gifted to every participant, extending the magic beyond the stay.

My Role: Executive Creative Director

Led the creative concept, experiential strategy, and narrative development across physical installations. Directed spatial storytelling and guest journey mapping while collaborating closely with brand, production, talent, and hospitality partners.

Impact

Repositioned Hilton hotels as emotional holiday destinations, not just places to stay.

Reduced booking hesitation by recreating cherished family rituals within the hotel environment.

Drove meaningful guest engagement through immersive experiences, social sharing, and loyalty incentives, strengthening Hilton’s seasonal relevance and deepening brand affinity with traveling families.

When rhythm moves culture, people follow.

Why:

Bacardi set out to liberate music lovers and inspire them to #DoWhatMovesYou, reconnecting the brand to its Latin Caribbean roots while showing up authentically in music culture.

Rather than simply sponsoring festivals, Bacardi wanted to create a platform bringing its heritage to life in ways that felt immersive, social, and emotionally charged.

What:

Sound of Rum became a touring music platform designed to amplify the spirit of the Latin Caribbean islands across major summer music moments.

The program launched in Chicago on the Summer Solstice with Sound of Rum Sessions featuring Major Lazer, setting the tone for a season-long series of activations. From there, Bacardi took Sound of Rum on the road, installing dedicated stages and Bacardi Bay environments at key music festivals, transforming traditional sponsorship into full-scale cultural experiences.

The result was a traveling expression of Bacardi’s DNA, vibrant, rhythmic, and built for movement.

My Role: Creative Director

Led the creative strategy and experiential concept from concept development through live execution. Directed the experience narrative, spatial design approach, and audience journey while collaborating with brand, production, talent, and festival partners.

Impact

Established Bacardi Sound of Rum as a scalable music platform rooted in authentic cultural storytelling.

Drove strong festival engagement by transforming passive brand presence into participatory experiences.

Earned national recognition, including coverage from Billboard, reinforcing Bacardi’s credibility within music culture and expanding reach beyond live audiences.

Strengthened Bacardi’s emotional connection with music lovers by turning brand heritage into a lived experience.

When imagination meets responsibility, the future becomes electric.

Why:

As the highly anticipated sequel to Avatar: The Way of Water approached release, Mercedes-Benz partnered with Disney and 20th Century Studios to tell a larger story, one rooted in innovation, sustainability, and preservation.

Rather than simply aligning with entertainment culture, Mercedes-Benz sought to use the moment to inspire consumers to see Earth as their own Pandora — and recognize that everyday choices, like driving electric, play a role in protecting it.

What:

Earth Is Our Pandora became a multi-channel EQ campaign culminating at the film’s global premiere in Los Angeles.

The platform brought the message to life across experiential, content, and media touchpoints:

Earth Is Our Pandora TVC drew parallels between Pandora’s beauty and Earth’s landscapes, reinforcing that a fully electric future is a journey we take together.

Earth Is Our Pandora Theatre transformed scenic locations in Dana Point, CA and the Georgia Aquarium, GA into cinematic environments where guests explored Mercedes-Benz EQ through interactive QR experiences and entered to win Fandango tickets.

Earth Is Our Pandora EQuarium reimagined the EQ SUV as a living aquarium with global underwater livestreams, immersing premiere guests in Earth’s magic while spotlighting sustainable mobility.

Vision AVTR, inspired by the film, showcased Mercedes-Benz’s vision of harmony between human, machine, and nature through future-forward design and engineering.

Together, these moments invited audiences to experience sustainability not as abstraction — but as something emotional, immersive, and actionable.

My Role: Executive Creative Director

Led creative strategy and experiential concept development across the campaign ecosystem. Directed narrative integration, spatial storytelling, and audience journey design while partnering with brand, production, and studio teams to deliver cohesive execution from launch through premiere.

Impact

Generated 486.7K+ impressions and 29.6K+ engagements during launch.

Delivered over 15M earned media impressions across top-tier outlets, including The Verge and BizBash.

Positioned Mercedes-Benz EQ at the intersection of culture, sustainability, and innovation, reinforcing the brand’s leadership in electric mobility while inspiring audiences to protect our shared planet.

When fandom meets access, loyalty becomes legendary.

Why:

Capital One set out to showcase the exclusive benefits of being a cardholder at one of the most coveted cultural moments of the year, Taylor Swift: The Eras Tour.

Rather than relying on traditional sponsorship signage, Capital One wanted to turn access into experience, rewarding fans with playful discovery, unforgettable moments, and once-in-a-lifetime upgrades that only cardholders could unlock.

What:

To celebrate Capital One’s partnership with Taylor Swift, we created a gamified, IYKYK-style fan journey across stadium concourses nationwide.

Leading up to showtime, fans were prompted via Capital One’s social channels to explore the venue in search of Easter-egg photo moments hidden throughout the concourse. The centerpiece was the Eras Elevator Activation, where fans stepped into a recreation of the iconic Capital One Eras Elevator commercial starring alongside Taylor herself for a chance to win seat upgrades for that night’s show.

The experience blended physical exploration, social engagement, and brand storytelling, transforming passive concertgoers into active participants in Capital One’s fan-first ecosystem.

My Role: Executive Creative Director

Led the experiential concept and fan journey design across multiple stadium environments. Directed creative strategy, activation mechanics, and on-site storytelling while collaborating with brand, production, and social teams to ensure seamless integration across physical and digital touchpoints.

Impact

Turned Capital One’s sponsorship into an interactive fan experience that rewarded curiosity and participation.

Drove high engagement through gamified discovery and shareable moments across stadiums nationwide.

Strengthened emotional connection between Capital One and Swifties by delivering meaningful access, surprise upgrades, and unforgettable brand moments tied directly to cardholder value.

When experience leads, belief follows.

Why:

To launch Hilton Hotels’ new brand platform, Here for the Stay, Hilton sought an immersive way to bring the promise of “better stays” to life for AMEA General Managers, transforming brand messaging into something tangible, memorable, and emotionally resonant.

Rather than introducing the platform through traditional presentations, Hilton wanted leaders to feel the difference firsthand.

What:

We created an interactive escape-room-style experience that invited General Managers to collaborate their way toward a Better Stay.

Guests were intentionally “unwelcomed” into a dingy competitor hotel room, where they worked together to solve clues highlighting Hilton’s key guest benefits — including guaranteed adjoining rooms, complimentary breakfast, pet-friendly accommodations, and no hidden fees.

With the guidance of three actors, teams uncovered a 7-digit code that unlocked Hilton’s world: a premium hospitality environment filled with immersive brand moments, experiential ad displays, and photo vignettes that brought the Here for the Stay platform to life.

The experience reframed Hilton’s benefits not as features, but as emotional upgrades.

My Role: Executive Creative Director

Led concept development and experience strategy from insight through execution. Directed narrative design, game mechanics, and spatial storytelling while collaborating with brand, production, and performance teams to deliver a fully immersive launch moment.

Impact

Successfully embedded Hilton’s new brand platform through experiential learning and emotional engagement.

Proved so effective that the concept is now being packaged for the Americas region GM conference.

Inspired development of a mobile version for future consumer-facing activations, extending the platform’s reach beyond internal audiences.

When fandom fuels innovation, energy becomes electric.

Why:

As the naming partner of the home stadium for both the Atlanta Hawks and Atlanta United FC, Mercedes-Benz set out to turn game-day passion into brand connection, introducing fans to its EQ lineup while building excitement around electric mobility.

Rather than relying on passive sponsorship visibility, Mercedes-Benz wanted to activate fandom as a powerful entry point for education, engagement, and discovery.

What:

The Mercedes-Benz EQ Fan House became a high-energy stadium concourse experience that transformed fan enthusiasm into immersive demonstrations of EQ performance, technology, and innovation.

Key moments included:

Mercedes-Benz Fan Energy — Fans stepped into a sound booth to deliver their loudest cheer or high-five a robotic arm, watching their energy convert into real-time infographics that “charged” a Mercedes-Benz EQ.

Fan Range Finder — An interactive map plotted away games and destinations, easing range anxiety by showing optimized routes, nearby charging stations, and player-favorite hotspots along the way.

Fan Flare — In the EQ Fan House loft, fans competed in a 1v1 touchscreen challenge to prove their team loyalty. Winners unlocked digital fan flare to wear in support of Atlanta’s teams.

Together, these activations turned game-day excitement into hands-on EV education — meeting fans where they already were and inviting them into the future of driving.

My Role: Executive Creative Director

Led experiential concept development and fan journey strategy across the stadium footprint. Directed creative vision, interaction design, and spatial storytelling while partnering with brand, production, and sports stakeholders to deliver a seamless, high-impact live experience.

Impact

Drove a +46% year-over-year increase in consumer engagement.

Generated a +43% year-over-year lift in consumer registrations.

Delivered a +37.5% year-over-year increase in lead generation, transforming fan energy into measurable business outcomes while elevating Mercedes-Benz EQ within live sports culture.

When friends escape together, memories are made.

Why:

Bud Light set out to own a new cultural space, becoming the official beer of weekend getaways with friends.

Rather than relying on traditional sponsorships, the brand wanted to create a destination experience that captured the feeling of spontaneous trips, shared discovery, and carefree connection, positioning Bud Light as the catalyst for those moments.

What:

Bud Light Getaway became a single-day, full-scale festival designed as the ultimate friends-first escape — blending music, exploration, and brand immersion.

The experience featured live performances from Lil Jon, Dashboard Confessional, and Sam Hunt, alongside emerging talent — creating a genre-spanning lineup that reflected Bud Light’s broad fan base.

Beyond the stage, guests explored a curated festival village including the General Store, Stitch Shop, Day Fresh Brewery, The Grove (highlighting Bud Light Lime and Bud Light Orange), food trucks, and the Bud Light Dive Bar, transforming a single-day event into a fully realized getaway experience.

Every touchpoint was designed to feel casual, premium, and social, turning brand engagement into a shared adventure.

My Role: Creative Director

Led the creative vision and experiential strategy from concept through execution. Directed festival narrative, spatial planning, and audience journey while collaborating with brand, production, talent, and operations teams to deliver the agency’s first-ever full festival build.

Impact

Sold out within three days of ticket release, marking the agency’s first full festival production.

Recognized as the most premium event experience ever hosted by Bud Light, elevating brand perception with its highly discerning consumer.

Earned national and regional media coverage, including Billboard and BizBash, reinforcing Bud Light’s relevance within live culture and experiential marketing.

When employees believe, a company soars.

Why:

Forty years ago, three Delta employees rallied colleagues to purchase a plane for their struggling airline, an unprecedented act of generosity that became known as The Spirit of Delta. That defining moment inspired the creation of the Delta Care Fund, an initiative supporting employees in times of need.

To honor the 40th anniversary, Delta sought to reignite that spirit, reminding employees of the profound impact they have on one another and reinforcing the strength of the Delta Family through a renewed culture of giving.

What:

The Spirit of Delta: The Spirit of Giving became a multi-channel employee engagement campaign designed to celebrate legacy while mobilizing action.

The platform unfolded across storytelling, digital engagement, and live programming:

Docu-Style Content Series — Authentic stories from employees who benefited from the Care Fund highlighted its life-changing impact and reinforced the power of collective generosity.

Always-On Web Presence — A centralized digital hub housed campaign content, donation tracking, event updates, and programming resources, creating transparency and sustained engagement.

Launch Event: Carry On the Care — A kickoff experience that used suitcases as symbolic storytelling devices, honoring Delta’s heritage while introducing the next chapter of giving.

4-Episode Spirit of Giving Telethon — Broadcast across Delta’s channels, featuring guests including Ludacris, Patrick Cantlay, Pinky Cole, and DeMario Pressley, driving awareness, participation, and donations.

Together, these elements transformed an anniversary into a movement — reinforcing culture through storytelling, shared purpose, and collective action.

My Role: Executive Creative Director

Led creative strategy and campaign development across experiential, digital, and content channels. Directed narrative architecture, live event storytelling, and content production while partnering with internal communications, production, and leadership teams to ensure authenticity and emotional resonance.

Impact

Raised $9 million for the Delta Care Fund — and counting.

Engaged 25,000 employees through the campaign site.

Reached 1,200 live event attendees and generated 75,000 views across eight content pieces.

Reinforced Delta’s culture of care, strengthening employee pride, participation, and connection across the organization.

When fandom meets performance, loyalty accelerates.

Why:

To generate fandom for the Mercedes-Benz EQ brand, Mercedes-Benz set out to connect with fans through the team and players they’re most passionate about, the Golden State Warriors.

Rather than relying on traditional in-arena branding, Mercedes-Benz wanted to meet fans in their element, transforming game-day energy into an interactive entry point for electric performance and innovation.

What:

In partnership with Mercedes-Benz Ambassador Klay Thompson, Mercedes-Benz EQ activated home games at Chase Center with a participatory EQS SUV fan experience celebrating Champions of the Game and the Road.

Inside the EQS Experience, fans warmed up by exploring gameplay stats alongside electrified performance data from the Mercedes-Benz EQS SUV. Once prepped, they stepped onto a branded court to compete in 1v1 trivia challenges for the chance to unlock signed Klay Thompson memorabilia.

Win or lose, participants received a personalized message from Klay himself and were invited to return to defend their MVP status — turning casual fans into repeat participants through play, competition, and reward.

My Role: Executive Creative Director

Led experiential concept development and fan journey strategy across the arena footprint. Directed creative vision, interaction design, and spatial storytelling while collaborating with brand, sports partnerships, and production teams to deliver a seamless, high-energy activation.

Impact

Transformed Mercedes-Benz EQ sponsorship into a hands-on fan experience rooted in competition and discovery.

Strengthened emotional connection between Warriors fans and the EQ lineup through athlete integration and interactive gameplay.

Positioned Mercedes-Benz EQ as a performance-driven electric brand by embedding product storytelling directly into live sports culture.

When rivalries unite, fandom becomes community.

Why:

The Big 12 set out to bring the culture, pride, and passion of all 16 member schools to life, creating a shared fan experience that embodied the Conference’s Greater Than 12 ethos.

Rather than centering on a single game or campus, the goal was to build a unifying platform where traditions, rivalries, and school spirit could coexist, transforming game day into a collective celebration of conference identity.

What:

Big 12 BLVD became an immersive, traveling fan fest designed to unite fans through the rituals and traditions that define each school.

The experience brought together the most beloved elements from across the Conference into one vibrant destination.

From spirit squads and mascots to branded environments and social moments, every corner of BLVD transformed fandom into a festival, creating a full-sensory expression of what it means to be Big 12.

My Role: Executive Creative Director

Led the experiential concept and fan journey strategy from insight through execution. Directed creative vision, spatial storytelling, and programming while collaborating with conference leadership, production teams, and school stakeholders to deliver a cohesive, multi-school experience.

Impact

Unified 16 distinct fan bases through a shared experiential platform rooted in tradition and pride.

Expanded the Big 12’s presence beyond the stadium by transforming game day into a destination experience.

Strengthened emotional connection between fans and the Conference by celebrating rivalry, ritual, and community, all in one place.

When loyalty is celebrated, cities come alive.

Why:

Hilton set out to reward Hilton Honors members with a VIP experience that expressed genuine gratitude for their loyalty while reinforcing Hilton’s commitment to celebrating the cities it calls home and the cultures that shape them.

Rather than offering a traditional member perk, Hilton wanted to create a culturally rooted moment that blended music, food, and community — turning loyalty into lived experience.

What:

Inspired by Questlove’s award-winning book Mixtape Potluck, we reimagined the concept as a picnic-style celebration hosted at Hilton’s Logan Hotel in Philadelphia.

Hilton Honors members and select VIPs were invited to an exclusive kickoff event featuring meet-and-greets and a live performance by Questlove, alongside curated, city-inspired moments.

My Role: Executive Creative Director

Led experiential concept development and guest journey strategy from insight through execution. Directed creative vision, programming, and on-site storytelling while collaborating with brand, talent, culinary partners, and production teams to deliver a premium, city-forward loyalty experience.

Impact

Elevated Hilton Honors from transactional rewards to cultural access through immersive storytelling.

Strengthened emotional connection with members by blending exclusive talent moments with personalized experiences.

Positioned Hilton as a brand that honors loyalty by authentically celebrating the communities and creativity of the cities it serves.

When awareness becomes action, prevention feels possible.

Why:

GRAIL, the company behind the Galleri Multi-Cancer Early Detection Test and title sponsor of the Galleri Classic PGA Tour Champions tournament, set out to transform a traditional sports sponsorship into a meaningful platform for education and impact.

The goal: demystify preventative cancer care by meeting audiences where they already were, using golf culture as an accessible entry point to introduce life-changing innovation.

Rather than simply branding the tournament, GRAIL wanted to create human connection around early detection.

What:

A 360° campaign celebrated Game Changers across sport, food, music, and health, reinforcing the breakthrough technology behind the Galleri test through experiential storytelling.

Galleri on the Green — a participatory 6-hole mini-putt where each hole educated guests on the science, process, and benefits of multi-cancer early detection

The Galleri Golf House served as the central brand hub for ambassadors and VIPs, featuring game-changer programming

Social content extended the experience beyond the course, with David Duval sharing his family’s cancer journey and decision to take the Galleri test, using playful golf metaphors to educate and inspire action.

Together, these moments transformed clinical information into an emotional, approachable experience.

My Role: Executive Creative Director

Led creative strategy and experiential concept development across the campaign ecosystem. Directed narrative architecture, participatory engagement design, and brand storytelling while collaborating with healthcare, production, talent, and sports partners to ensure clarity, sensitivity, and impact.

Impact

Generated 63M+ impressions and 2,400 online tournament-related mentions.

Delivered 9.2M+ impressions and 9,600 clicks across GRAIL-owned digital and social content.

Successfully transformed sponsorship into education, elevating awareness of early cancer detection while positioning Galleri as an approachable, game-changing healthcare innovation.

Why:

Hilton Hotels has a unique perspective on how to reward its Honors Members. Gone are the days when ‘free Wi-Fi’ and ‘room upgrades’ were the only benefits of loyalty.

What:

Hilton Honors members cashed in their points for an epic Miami Grand Prix F1 experience. Hilton x McLaren Presents: Inside Drive to Survive was a one-night, exclusive event where guests unlocked a behind-the-scenes look at the Netflix hit Drive to Survive, before dancing the night away to a performance by Paris Hilton herself.

Wins:

Ocean Drive: Link

Page Six: Link

New York Post: Link

Serena Williams: Link

Why:

To kick off the inaugural Miami F1 Grand Prix, Mercedes-Benz and will.i.am knew that a kickback with industry leaders would start the weekend off in style.

What:

The official launch of the Will.I.AMG flip car, created in partnership with West Coast Customs, was the highlight of the night. However, it was the presence of Lewis Hamilton, DJ Khaled, Ludacris, and Jamie Foxx that helped draw crowds and drive awareness and funds for two important foundations: Mission44 and i.am.angel.

Wins:

1.5 billion media impressions

3.8 million social media impressions

225,000 social media engagements

Road and Track: Link
HypeBeast: Link

Why:

Become the exclusive spirit of Halloween with the iconic cocktail, The Zombie.

What:

Inspired by the Zombie cocktail (which includes both Black and Superior Bacardi), we created a "choose your own adventure" experience where guests could explore their celestial (light) or sinister (dark) side.

With a Bacardi Zombie in hand, guests journeyed through a series of immersive moments, living installations, and personal style transformations before the collision of both light and dark sides culminated in a Sound of Rum celebration—Ciara's inaugural performance of her latest singles, Dose and Level Up.

Wins:

Bossip

Knockturnal

Medium

Why:

Give the University of Texas and Ohio State student bodies a reason to reconnect after a year when online-only classes created inertia, isolation, and separation.

What:

The Nike U Move campaign gamified campus life, giving all students an opportunity to feel like student-athletes. Five student organizations per campus championed the campaign, inviting the student body to move by hosting movement sessions, participating in Rec Sports leagues, and more.

Movement equated to points that were allocated to student organizations aligned with Nike’s value-based pillars: Wellness, Activism, Sustainability, and Community. Each organization was tasked with earning 200,000 movement points to receive a $10,000 bursary from Nike to improve their organization.

Wins:

162 student organization auditions

Over 1.2M movement points collected

All clubs achieved their goals, resulting in $50,000 in funding courtesy of Nike

Campaign Launch (UT): Link
Campaign Hub: Link
The Daily Texan: Link

Why:

Celebrate the spirit of Miami through its authentic art scene and infamous hospitality communities.

What:

Diageo’s Miami Spirit was a year-long tribute to the essence of Miami. Mixologists curated exceptional cocktails using Diageo spirits (Ketel One Botanicals, Don Julio Blanco, Johnnie Walker), while hand-selected local artists drew inspiration from each cocktail to create immersive installations. The community came together for a series of events and experiences that reignited the passionate spirit of Miami.

In partnership with Showfields, ‘The Most Interesting Store in the World,’ Diageo supported Miami’s cocktail culture and artistic communities, providing a gathering place for patrons to reconnect and toast to their Magic City.

See all content capture here (in partnership with Gusundheit): Link

Wins:

Adventura: Link

Why:

Transform holiday shopping from a chore or checklist into an immersive, educational experience.

What:

Johnnie Walker partnered with ShowFields, ‘The Most Interesting Store in the World,’ to immerse shoppers in their colorful and flavorful world.

In the gold area: An immersive bar teaches the qualities of Black, Gold, Red, and Blue Label.

In the red area: An advent-calendar-inspired discovery wall transports shoppers to the places where our liquid can be enjoyed.

In the blue area: Point of sale and complimentary bottle engraving cater to your holiday shopping needs.

Why:

Show that sometimes a smartphone just won’t do.

What:

As part of the national campaign Co-Create with Canon, we unveiled Canon Studios at CES 2020 — a destination where photographers could get hands-on with our latest tech.

Engagements focused on low light, high speed, macro photography, and professional portraits, attracting 7,000+ attendees eager to co-create with us.

Wins:

Biggest Booth Award, C|NET

Most Fabulous, Gizmodo

Why:

Give fans a chance to get in the game by connecting with Olympians and experiencing Toyota’s new auto-tech.

What:

Test Your Drive (pun intended) is an interactive campaign that uses Olympic and Paralympic-themed challenges to educate participants about Toyota’s premium features.

Our Cycling and Paracycling Challenge demonstrates the engineering behind the Toyota Hybrid Highlander.

The Speed Skating Challenge highlights the Toyota Camry’s Hybrid Drive-Train Technology.

The Hurdles Challenge showcases the Toyota RAV4 XSE’s shock absorption and spring for outstanding handling.

All challenges led to one destination: Toyota’s Final Lap, a gamified test drive in a RAV4, where the pedals, steering wheel, and gear shift all powered the test drive through Olympic-inspired terrain.

Why:

Befriend the community before we move in and invite Renaissance guests to ‘Discover This Way’.

What:

In celebration of our newest location in Harlem, we created a decentralized festival of culture: five local partners, five unique venues, and five exclusive experiences, all linked by painted footprints that guided our guests.

As the official activation for the annual Renaissance Hotel Global Day of Discovery, we walked the walk as the one brand that truly helps you live like a local.

Why:

Celebrate the biggest shopping day of the year and all that Amazon Prime unboxes for its members.

What:

In the second installment of Unboxing Prime Day, we didn’t just deliver Amazon Prime benefits to our fans—we created our fantastical world, Boxtropolis, for our friends to explore.

Featured benefits—Amazon Prime Music and Amazon Twitch Prime—gave members unprecedented access to artists, athletes, and legends, Apex Legends to be exact, all while immersing them among the characters that live the Prime Life every day.

Wins:

200 Million+ Live Streams

Female Fatale Lineup: Taylor Swift, Dua Lipa, SZA, Becky G

Why:

Make Amazon’s Prime Day about more than just deals.

What:

Amazon’s Unboxing Prime Day—a global, members-only event series where Amazon Prime benefits (Music, TV, Twitch, Wardrobe, etc.) were unboxed in larger-than-life events.

NYC: Amazon Music brings the hottest "Summer Jams" playlist to life with a live concert featuring performances by singer-songwriters Julia Michaels and Alessia Cara, American country-pop singer Kelsea Ballerini, and a headlining performance from pop superstar Ariana Grande, who is gearing up to drop her new album Sweetener in August.

LA: Twitch Prime teams up with PUBG and deadmau5 for a special Unboxing Prime Day event that will reveal exclusive PUBG content for Twitch Prime members and feature a PUBG Squad Showdown with popular streamers Dr DisRespect and Anne Munition, along with celebrities battling alongside them.

Milan: Enjoy highlights of the very best of Prime in Milan, featuring special performances by Achille Lauro and DrefGold. The fun continues with an Italian cooking demonstration by La Cucina Italia, a Twitch Prime Challenge with FIFA star Daniele Paolucci, and a stand-up comedy show with Boiler (Basso, Cinelli e Paniate) and Alessandro Betti.

Tokyo: Watch as children and families enjoy an exclusive opportunity to meet and dance with Shimajiro, the star mascot of Prime Video exclusive Let's Play with Shimajiro.

Wins:

1.1 million live streamers

$4.19 billion in sales

+74% sales lift from 2017

Refinery29: Link

Amazon, By the Numbers: Link

USA Today: Link

Why:

Bud Light's Dive Bar Tour gained so much positive momentum that it needed its own home – a dive bar.

What:

With a focus on cold beer and live music, our textured dive bar was inspired by authentic locations such as Chicago's Rainbo Room and Phillis', as well as NYC's Malino's and Johnny's. The destination will tour major music festivals and brand-owned events (including the upcoming Bud Light Getaway), giving fans an authentic dive experience.

Wins:

Launched at SXSW 2018: Link

Touring the 2019 Season

Respect: Link

BizBash: Link

Why:

Re-establish JORDAN as a performance basketball brand at a time when it's dominating the lifestyle category.

What:

To celebrate the launch of the Jordan XX9s, ballplayers entered 'The Nest' and took to the court to compete in a 29-second challenge against the JORDAN athletes they look up to: Blake Griffin, Chris Paul, Carmelo Anthony, and Russell Westbrook.

Wins:

The most successful trial campaign in brand history, also winning an EVENT TECHNOLOGY award for best use of new/emerging technology.

Why:

Simplify our brand story in a complex category.

What:

The Tasting Room: an experiential tour designed to parallel the wine-tasting experience. It helps tell our origin story (grapes harvested by a co-op of farmers who own vineyards) and our quality story (vegan, all-natural, non-GMO, with no added sugars or preservatives).

Wins:

Named one of Google's Most Promising Emerging Brands, 2017.

Gold Winner, 2018 EX Awards: Link

Silver Winner, 2019 Pro Awards: Link

Event Marketer: Link

Why:

Create deeper meaning behind Coca-Cola's sponsorship of the ESSENCE MUSIC FESTIVAL.

What:

Transformed the Share a Coke and a Song campaign into a 3-day block party, where each lyric inspired unique programming across key passion points: music, fashion, arts, lifestyle, and more.

Wins:

Best Multicultural / Lifestyle / Age-Targeted Campaign

Why:

Increase sales of vitaminwater among a group of influential millennials: the creative class.

What:

A retail-first campaign that supported creators with codes under caps (which equated to $$$). Vitaminwater turned creators' entrepreneurial success stories into motivation for other hustlers across five key millennial categories: fashion, film, art, music, and technology.

Each creator rallied consumers to earn $50,000 worth of funding to build, launch, or scale their creative projects.

Wins:

The most successful cross-functional campaign in years, vitaminwater experienced both sales and brand affinity lifts for the first time since 2008.

Why:

When functional attributes are not enough to gain brand appraisal, we need to find a new way to connect with Millennials.

What:

Fall fashion collections curated by luxury online retailer GILT, inspired by the attributes of Diet Coke, came to life at the Style Bar.

Millennials sipped, shopped, and socialized during Toronto's Fashion Week & Nuit Blanche, embracing a refreshed love for our brand.

Wins:

Category Winner of Best Experiential Activation at the PROMO AWARDS, 2015
Link

Category Winner, Best Pop-Up Store & Experience Design by Event Marketer
Link

Why:

Grail, the innovative company behind the Galleri Multi-Cancer Early Detection Test and the title sponsor of the Galleri Classic PGA Tour Champions Golf Tournament in Rancho Mirage, California, needed help transforming a transactional sponsorship into a transformational experience that demystifies preventative cancer care.

What:

A 360° campaign profiled and celebrated Game Changers across various passion points, reinforcing the game-changing technology behind the Galleri test.

Social Content featuring David Duval, PGA Champion, shared his and his wife’s experience with cancer and their decision to take the Galleri test. The content used playful golf parallels to educate and inspire others to follow suit.

Tournament Activations included:

A mobile Galleri testing pod

VIP hospitality

Integrated branding

A participatory engagement: Galleri on the Green—a 6-hole mini-putt course in the shape of the Galleri logo. Each hole educated participants on the innovation, process, and benefits of multi-cancer early detection.

The Galleri Golf House served as a hub for brand ambassadors and VIP guests, featuring game-changer-themed programming. Highlights included:

A 3D-projected dining experience with Chef Richard Blaise

An exclusive performance by music game-changer Reggie Watts Guests were fully immersed in the ethos of the Galleri brand.

Wins:

63M+ impressions and 2,400 mentions of tournament-related online conversations

9.2M+ impressions and 9,600 clicks on Grail-owned web and social content

Why:

Forty years ago, three Delta employees rallied their colleagues to buy their struggling company a plane – which was fondly named the Spirit of Delta. After this unprecedented, employee-led act of altruism, Delta executives followed suit by creating the Delta Care Fund, an ongoing initiative designed to support employees in need. To celebrate the 40th anniversary of the Spirit of Delta, a new campaign was launched: The Spirit of Giving.

What:

Through a docu-style content series profiling Delta employees who were beneficiaries of the Care Fund, we shared their unique stories to highlight the life-changing impact the fund has had—and will continue to have—on the Delta family.

These videos inspired employees to contribute to the Care Fund, resulting in $24 million in employee donations in just one year.