Universal Pictures wanted to build anticipation for Wicked right inside Rock in Rio, Brazil's biggest music festival, where more than 700,000 people would be competing for attention.
We created a cinematic installation that let fans and festival goers step into the world of the film before its release, playing with the contrasting atmospheres of Glinda and Elphaba. I directed it from concept to execution, including the takeaways: a bubble blowing souvenir inspired by Glinda and a friendship bracelet for the bond between the two protagonists.
The activation generated strong awareness and PR buzz ahead of the release, and sent fans home with a piece of Oz.
Interactive exhibition showcasing Android AI features for thousands of tech attendees.
Physical
12-hour live NFL game show inside a foam stadium. 7.3M views, FWA + D&AD Wood Pencil.
Digital
Fan experience at NFL Experience Las Vegas. Virtual crowd reacted live to every fan moment.
Cultural