Giant Spoon / VP Group Creative Director / 2022

WINNER: Clio, Grand Award for Innovation & Gold Award for OOH

To usher in the highly-anticipated fourth season of Stranger Things, Netflix came to Giant Spoon to devise a traffic-stopping stunt that would ignite fan love around the world. In response, we set out to create IRL rifts that could truly bring the Upside Down into the real world, working in partnership with the Empire State Building to transform the entire Southern Face of New York’s most iconic skyscraper into a portal to the Upside Down. Our rift blurred the lines between spectacle and interaction, immersive tech and nostalgia, and became the anchor stunt that spurred reality-bending activations all around the globe in markets from London to Prague to Malaysia and beyond.

Samsung x Refinery29 / Design Director / 2019

Samsung approached Refinery29 with the goal of reimagining the Galaxy Studio by designing innovative experiences to engage female millennials. Launched at the Galaxy Studio in London, The YOUniverse experience took place across eight cities around the world. It comprised of three custom installations where consumers were invited to power the environment by their collected YOUniverse “star matter” biometric data, simultaneously showcasing the new Samsung Galaxy S10’s unique features and creating a meaningful, shareable experience.

Refinery29 / Design Director/Group Creative Director / 2018-2021

29Rooms is one of the most popular experiential sensations of all time, at one point reaching half the users on Instagram with its digital halo. Originally conceived as a festival for cause, culture and creativity, 29Rooms celebrated the best of Refinery29’s editorial content, in collaboration with artists and brand partners. Between 2018-2020, we hosted over 100K guests in multiple cities, taking the brand international for the first time in 2019. Brand partners included Disney, Uber, SparkAR, Smashbox, Mugler, Lola, 7th Generation, Showtime, Reebok, Aldo, Amazon, Moxy Hotels, Dr Jart, Revlon, Samsung, Bare Minerals, Clinique, Larabar, Plan B, Mastercard, Netflix and Smirnoff. Key collaborators included Lena Waithe, the cast of Queer Eye, Kali Uchis, Yara Shahidi, Kesha, the ACLU, Rupi Kaur, Carlota Guerrero, Nicole Ritchie, Uzumaki Cepeda, Hoodwitch, Janella Monae, Alexa Meade and Lizzo.

adidas Stan Smith x VICE / Group Creative Director, Design / Projection mapping by Superbien / 2021

VICE and adidas brought to life a vision of a plastic-waste-free world via a monumental projection-mapping takeover on one of Brooklyn’s most beloved public buildings. Created in partnership with the borough’s most venerated community groups dedicated to advancing green initiatives, adidas demonstrated their commitment to sustainable change through supporting guerilla tactics that rallied, supported, gave back to and inspired the community.

HBO x Giant Spoon / VP Group Creative Director / 2022

HBO needed to create hype around the upcoming release of House of the Dragon, Game of Thrones’ prequel, to reinvigorate fans and drive conversation. So we showed up at San Diego Comic-Con with an in-world immersive activation that invited guests directly into Westeros. 40 cast members, including actors, combat-trained guards, and musicians took guests through seven dynamic phases in our Dragon’s Den, culminating in each guest hatching their personalized, virtual dragon egg in a new augmented reality app, House of the Dragon: DracARys.

adidas Forum x VICE / Group Creative Director, Design / 2021

Inspired by the revolutionary nature of the original Forum sneaker and the rebellious spirit of the Forum talent stories, adidas, Mediacom and VICE Media Group executed an experiential campaign grounded in the reimagination of community infrastructure. In LA, we supported the breaking community and the arts community at large by updating and improving a local performing arts space and providing them with the equipment they need to amplify and elevate their performances. In NY, we invested in a Harlem community basketball court in need of a makeover and refab in order to make it more usable for those who frequent it while providing an artistic reflection of the local neighborhood.

Miller Lite x MKG / Senior Designer

We partnered with Miller Lite to create a bar experience for festival goers that champions the authentic music fans. Our completely custom-fabricated structure became a go-to respite for musics fans to get a drink, re-charge, and raise a toast to the bands they love. We designed everything from the tent structure to the furniture to a massive illuminated steel awning that served as a beacon for the bar across festival grounds. By raising the standard for festival hospitality, we earned a second year of business with Miller Lite and created buzz amongst other brands interested in creating similarly unique and compelling experiences.

Yitty x Giant Spoon / VP Group Creative Director / 2022

With Lizzo’s Special Tour about to kick off, Yitty asked us to find a way for the inclusive shapewear brand to show up and show out in key markets where thousands of Lizzo fans had the potential to become Yitty fans, too. So we launched a campaign to reward the best seats in the house (we’re talking booties) with the best seats in the house (we’re talking front and center). From an unmissable, Yitty-wearing, giant inflatable booty that rewarded fans at shows with product and upgraded tickets to a social sweeps that gave fans a chance to see Lizzo in LA and win Yitty, we celebrated Lizzo’s greatest assets –her fans– in every way.

Paramount+ x Giant Spoon / VP Group Creative Director / 2022

WINNER: AdAge, Experiential Campaign of the Year, Silver; Clio, Silver Award for Experiential

Paramount+ wanted to make a big splash at SXSW with its promotion of Halo the Series, a TV series adaptation of one of the most iconic video game franchises of all time. With the festival coming back IRL for the first time since the Covid pandemic, Giant Spoon knew we needed to show up on the ground in a way that was super buzzy, engaging and appropriate to new ways of gathering. So we took Halo to the skies, launching a fleet of 400 drones flying in synchronized formation over Austin. The show showcased iconic characters from the Halo series, like Master Chief and Cortana and culminated in a scannable QR code that sent fans to Halo The Series’ custom-built site to stream the latest trailer and engage with the in-world narrative.

Google x MKG / Senior Designer / 2015

To recognize the 10 year anniversary of Google Maps, we embarked on an epic cross-country road trip, celebrating the Maps API with everyone from tech developers to Elmo to a motley crew of Harley Davidson diehards. Our 1959 GM Bus, which we gutted and turned into a mobile museum, traveled over 3,000 miles across the United States and inspired a second tour in Europe the following year. 

Refinery29 Unbothered / Design Director

WINNER: DIGIDAY’S “BEST VIRTUAL EVENT,” 2021

2021 marked the premiere of Unbothered’s Wash Day, an annual virtual retreat to tend to the beauty and mental health needs of Black women. A roster of hair-care influencers, mental health experts and public figures hosted a series of virtual sessions, blending hair routines and tutorials with timely social topics. We brought our audience into the fold with capped capacities, at-home kits, follow-along prompts and plenty of live interaction. The visual identity of the program was conceived of as “a love letter to the salon,” drawing inspiration from beauty and culture magazines from the 70s and 90s. Bold fonts and colorful textured patterns created a visual throughline from our custom event page, to social media, to the events themselves and to our custom gift boxes sent to select attendees and talent.

Google x MKG / Senior Designer / 2017

2017 marked MKG’s third year partnering with Google at the Grace Hopper Celebration of Women in Computing. Google is a company that supports and celebrates students and professionals in the STEM fields, giving them the building blocks to shape their futures. Figuratively building off that sentiment, we created a shapes-inspired installation that stood out in a crowd of trade show booths.

VICE Media Group / Creative Director / 2021

For our 2021 client holiday gift, VICE created a totally custom gift mailer complete with artist-commissioned face masks and a special New Year’s edition of the 29Questions card game, one of the most popular experiences at 29Rooms. The deck, designed using artwork by Simone Noronha, invited our gift recipients to reconnect with loved ones virtually and in person, with conversational prompts like, “Who do you miss?” and “If this year were a single headline, what would it be?” For every two masks found in the box, designed by Genesis the Grey Kid and Lucia Hierro, another two masks were donated to healthcare workers and families in need. The custom-designed recyclable mailer was made of 100% eco-friendly materials, emphasizing VMG’s commitment to more sustainable practices company-wide.

Starring | Betsy Jones Director | Alana Zonan Director of Photography/Colorist | Gary Noel Assistant Camera | John Alberico 2nd Unit Camera | Emily Spiegelman-Noel Art Department | Monica Herman Hair & Makeup | Fiona Mariani Wardrobe | Tyler Macdonald Production Support | Lea Wülferth Editor | September Raines

Neiman Marcus x MKG / Senior Designer / 2015

For the first time ever, we brought to life the magical and outrageous world of the Neiman Marcus Fantasy Gift Catalogue. Custom-designed glass vitrines housed vignettes invoking five incredible, purchasable experiences, ranging from a $250K motorcycle designed by Keanu Reeves to an actual trip to outer space. Silver fabric engineered to look like wrapping paper curled away from the edges of each glowing cube, revealing rare bottles of whiskey, crystal-encrusted Jimmy Choos, and a view of earth from high above the atmosphere. 

Heineken x MKG / Concept Designer / 2015

For the United States leg of the Heinken UCL Trophy Tour, MKG delivered an immersive fan experience based on precedents set in Europe, South America, and Asia. This unique exhibition presented a history of some of UEFA's greatest moments, highlighting memorabilia from star players, engaging visitors with interactive games and educational apps, and finally culminating in an opportunity to be photographed with one of the most coveted trophies in soccer. Starting in New York, then moving on to Dallas and LA, the design was specifically tailored to maximize visibility at each venue and to solidify the Heineken brand as an integral part of the UEFA legacy.

Zaha Hadid Architects x Office for Visual Interaction / Lighting Designer & Project Manager

Standing at the west border of the famous Highline Park, this residential complex is the first Zaha Hadid building in New York City. At the interior amenities areas, custom-finish lighting channels with mini-downlights are designed in conjunction with curvilinear patterns at the ceiling and walls. Concealed cove lighting enhances the texture of hand-crafted stone feature walls, while low-level illumination at the pools and spa adds a measure of intimacy and exclusivity.