EXPERIENTIAL
I specialize in concepting and producing immersive brand experiences that connect with audiences in unforgettable ways. From large-scale event environments and trade show activations to promotional pop-ups and interactive installations, I’ve helped bring
first-of-their-kind ideas to life. My role often extends beyond creative direction to hands-on project management, working closely with vendors, fabricators, and production partners to engineer innovative fixtures and environments that push creative and technical boundaries. Each experience is designed to spark emotion, drive engagement, and leave a lasting impression.
CANADIAN CLUB
THE MEN'S ROOM 2009
The Canadian Club Men’s Room was a pop-up experiential campaign concept designed to give men in major cities a place to relax, recharge, and experience the brand in an unexpected way. I helped concept and design the environment, developing the look, feel, and fixtures that brought the idea to life. The space blended the warmth of a classic lounge with modern brand elements, creating a comfortable retreat amid the pace of city life. Working closely with vendors and production teams, I ensured that each installation was both visually striking and easy to assemble for quick urban deployments. The result was an innovative street-level brand experience that invited conversation, connection, and a lasting impression of Canadian Club’s refined character.
U.S. CELLULAR
WIRELESS RIOADHOUSE 2008
The U.S. Cellular Wireless Roadhouse was a rock & roll–themed touring experience concept designed to connect the brand with fans at concerts, festivals, and college campuses nationwide. I helped concept and design the environment, fixtures, and interactive elements that gave the space its authentic, high-energy vibe. Inspired by classic roadhouses, the activation invited visitors to hang out, charge their devices, and engage with the brand through music and technology. I collaborated with fabricators and production teams to ensure the structure was durable, easy to transport, and adaptable for different venues. The result was a bold, music-driven brand experience that captured the spirit of live events while reinforcing U.S. Cellular’s connection to its audience.
DOCKERS
MASTERS OF STYLE TOUR 2007
The Dockers Masters of Style Tour was a PGA-inspired experiential campaign concept that brought the excitement of golf and the sophistication of the Dockers brand to shopping malls across the country. I helped concept and design the environment, fixtures, and interactive elements that formed the centerpiece of the activation. Visitors were invited to test their skills in a custom-designed golf game for a chance to win a trip to Pebble Beach, creating an engaging and memorable connection to the brand. The space combined classic golf aesthetics with a modern retail sensibility, reinforcing Dockers’ image of casual confidence and timeless style. My role included collaborating with vendors and managing production details to ensure each stop on the tour delivered a seamless and premium experience.
AT&T
BLUEROOM TOUR 2004-2009
As part of the AT&T Blue Room Tour, I helped design a traveling experiential environment that brought the AT&T brand to life at major events across the country, including Lollapalooza, Austin City Limits, and the X Games. I was responsible for designing the overall environment, custom fixtures, and branded assets that defined the experience. The goal was to create a space that felt fresh, tech-forward, and interactive, connecting with a younger, on-the-go audience. Working closely with fabricators and production partners, I helped ensure that each activation could be efficiently assembled, transported, and adapted for different venues. The result was an engaging and memorable brand experience that stood out amid the energy of national festivals and extreme sports events.
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