Five arenas
of experiential

Large-scale physical experiences are about designing for crowds without losing the individual. For brands, entertainment properties, and communities, they create rare opportunities for people to enter a world together, engage with it personally, and carry that connection beyond the space itself.

The Playbook in Action

As a Creative Director, I find the intersection between a brand’s ambition and what its audience will genuinely care about. I lead multidisciplinary teams through the realities of crowd flow, regulations, fabrication, and large-format execution while protecting the creative idea that makes the experience worth entering in the first place.

Massive scale for every fandom to squad up

Bringing Twitch’s online communities into a physical convention for 17,000 streamers, creators, and viewers meant balancing festival-scale flow with the intimacy of fandom. I led the experiential creative vision for the Big Room, a highly interactive environment built around six themed zones, from the Arcade Pod to the 8-Bit Disco, giving different communities distinct places to gather, play, and express themselves inside the larger TwitchCon ecosystem.

Defying expectations in festival brand experiences

Launching Wicked inside Rock in Rio, a festival welcoming more than 700,000 attendees, required a physical footprint strong enough to cut through the surrounding sensory overload while staying true to the film’s world. I directed the creative concept and execution for an immersive portal into the contrasting atmospheres of Glinda and Elphaba, extending the experience through tactile, shareable takeaways such as bubble-blowing souvenirs and friendship bracelets that helped build anticipation for the release.

Bringing the Mushroom Kingdom to Lollapalooza

Translating one of gaming’s most iconic IPs into a public festival experience required both creative fidelity and precise execution. For Lollapalooza Brazil, attended by more than 300,000 people, I led the creative translation of the Mushroom Kingdom into an explorable immersive booth packed with fan-recognizable moments, including a real-life Rainbow Road kart, Piranha Plant, warp pipe, and Mystery Box photo opportunities, turning brand nostalgia into physical discovery ahead of the film’s release.

Proven at Global Scale

This same approach to spatial storytelling and large-scale audience design has shaped physical experiences for brands around the world. Additional work includes bringing Moxxi’s Bar to life for Ballantine’s x Borderlands at CCXP, building Panda Express’s House of Good Fortune, and architecting the interactive footprint of an area of Google’s booth at CES 2024.

Live broadcasts and gamified events are about breaking the barrier between the audience and the screen. For brands, platforms, and entertainment properties, they turn digital attention into active participation, creating shows people do not just watch, but influence.

The Playbook in Action

As a Creative Director, I translate brand messages into interactive show systems where narrative, game mechanics, and live production work as one. I lead multidisciplinary teams across broadcast, creative technology, software, and 3D to balance audience engagement with the high-pressure realities of real-time execution.

From corporate keynote to massive multiplayer experience

Facebook Gaming needed to connect creators across EMEA, LATAM, and North America without reducing the experience to a generic corporate stream. I led the creative vision and global broadcast direction for four simultaneous language streams, coordinating teams in Portuguese, Spanish, Arabic, and English while synchronizing key moments across the show. The result was a high-engagement digital event that combined localized hosts, product launches, quizzes, and collaborative challenges, generating 30k+ interactions.

Gamifying commerce for the internet's toughest crowd

Showcasing sponsored products to Twitch’s highly active live audience required making commerce feel like entertainment, not interruption. I led the creative concept, run of show, and experience design for a fast-paced broadcast where viewers competed through gaming challenges and polls, while virtual avatars, full show production, and physical loot boxes built a cohesive hybrid event that captured 400k+ live views.

When COVID hit, we turned a global convention into a livestream on a board game

When physical conventions disappeared, Hasbro needed a digital format worthy of ten iconic brands and a global fanbase. I directed the creative vision for a two-day YouTube broadcast structured as a playable 3D board game, where announcements, celebrity appearances, and interactive moments unfolded across the board itself, supported by a large-scale live tech infrastructure built to keep the experience cohesive and responsive.

Proven at Global Scale

This same approach to live interactivity and gamified broadcast design has shaped digital experiences for brands around the world. Additional work includes Facebook Gaming’s Virtual Creator Day, Old Spice’s Foam Zone, Shopify’s 2022 Metaverse Experience and T-Mobile’s Unreal Engine-powered Santa’s Stream-Along.

Integrated cultural events are about placing brands inside moments people already care about, then giving them something worth participating in and sharing. For entertainment, sports, and community-driven brands, they create relevance by connecting live experiences, social storytelling, and cultural context into one cohesive idea.

The Playbook in Action

As a Creative Director, I align a brand’s objectives with the communities and cultural movements around it, leading multidisciplinary teams across experiential, social, content, talent, and production to create campaigns that feel native to the moment, not simply placed inside it.

A football fan pandemonium at America's biggest sporting event

To celebrate Super Bowl LVIII fans at the NFL Experience in Las Vegas, we needed to make the audience the main attraction. I led the creative concepting, user experience design, and full creative production for Fandemonium Pandemonium, a responsive stage experience built around a 20x10-foot screen where a virtual crowd reacted in real time to every dance, jump, scream, and celebration, then rewarded participants with personalized videos to share on social media.

Pro-level content opportunity for young hoopers

For young basketball players, the greatest currency is content, but highlight reels are usually reserved for top prospects. To launch the Anthony Edwards 1, I led the live user experience and run of show for a full-day showcase at Atlanta’s OTE Arena, balancing on-court play with a rapid content pipeline that captured, edited, and delivered 60 bespoke videos for local young players in a single day, turning a product launch into a meaningful community moment.

Celebrating a decade of a champion community

To mark ten years of League of Legends in Brazil, Riot needed a celebration that honored the game’s legacy through the culture built by its fans. I helped define the experiential strategy for the live celebration, working with the creative team to shape how the event translated the campaign into a physical community moment connected to a larger digital fan ecosystem.

Proven at Global Scale

This same approach to cultural integration has shaped work beyond the featured projects. Additional examples include Riot Games’ N•A•S•A social campaign for VALORANT, where I led and supported the creative team, a series of high-impact local events for Wild Rift in Brazil, beginning with the Wild Salvador activation, and Netflix’s viral Glass Onion Puzzle Boxes, where I worked as a Creative Director, helping create the puzzles and designing the smaller boxes.

Executive technology showcases are about making complex innovation clear, tangible, and strategically relevant. For enterprise brands and technology platforms, they create high-touch environments where decision-makers can understand not just what a system does, but why it matters.

The Playbook in Action

As a Creative Director, I translate technical capabilities into intuitive experiences built around the business questions executive audiences actually care about, leading multidisciplinary teams across storytelling, interaction design, software, and physical production to turn complex systems into experiences that invite understanding and buy-in.

Immersing decision makers in actionable business AI tools

Google Brazil needed a more tangible way to demonstrate Gemini’s real-world value to C-level guests. I led the conceptual development and interactive design of a multimodal, hands-on journey that transformed a standard meeting room into a live testing environment, where participants used voice, text, and video commands to explore Gemini across Workspace and Cloud through practical business scenarios.

Complex enterprise transformation tools made tangible at the World Economic Forum

At the World Economic Forum, IBM needed to turn its Cognitive Enterprise framework into something global leaders could intuitively grasp. I directed the creation of a tactile audiovisual experience powered by object-recognition technology, allowing attendees to tailor a six-minute narrative to their industry through physical tokens while transforming dozens of whitepapers and case studies into four clear, animated business stories.

Navigating the future of work: the Ignite & Inspire installations

Microsoft needed installations for its partner events that could make its customer stories feel as dynamic as the technology behind them. I directed the creative and technical strategy for the Mosaic Wall, a video installation of 46 Surface devices that Satya Nadella used in his CEO keynotes at Inspire 2019. Microsoft then asked for a new version for the World Economic Forum: 20 Surface and non-Surface devices controlled through a Surface Hub 2S, featuring 20 social-good initiatives and used in several Davos keynotes.

Proven at Global Scale

This same approach to executive storytelling and interactive technology has shaped B2B experiences for global brands beyond the featured work. Additional projects include Microsoft’s Behind the Shift leadership simulation at Ignite, IBM’s Physical Diorama for Think, and Google Cloud Innovation Labs at Google's São Paulo headquarters across 2018 and 2019.

Frontier tech and creative R&D are about exploring what emerging tools can make possible when they are treated as creative materials, not gimmicks or spectacle. For brands, organizations, and institutions, they open new forms of storytelling, interaction, and learning.

The Playbook in Action

As a Creative Director, I use AI pipelines, immersive media, and experimental interaction to tell stories in ways that feel genuinely new, leading multidisciplinary teams across creative technology, emerging platforms, and production to turn unproven tools into experiences worth exploring.

AI becomes the ears of the rainforest

Forest Listeners explored how AI could make environmental monitoring more tangible and accessible. I directed the creative vision that adapted the app's mobile experience into the physical space of the Rainforest AI booth at COP30 2025, an immersive environment where AI models processed forest audio to identify distinct species, turning a digital tool into a human-centered story about biodiversity and conservation.

Reanimating extinct species through interactive new media in Japan

To raise awareness around biodiversity loss and wildlife protection, National Geographic created an interactive exhibition in Tokyo where extinct animals were brought back to life through CG and motion-tracking technology. I led the creative and technical strategy for an immersive experience that let visitors encounter and respond to these vanished species in real time, supported by matching DOOH and a companion website during a seven-day run that included Earth Day 2022.

Reconstructing an ancient empire through immersive VR

The Getty Villa set out to bring the ancient Persian capital of Persepolis back to life for a modern audience. I was part of the creative team that led the conceptual translation of historical research into Persepolis: The Palace Experience, a high-fidelity 360° immersive VR journey that reconstructed the city’s palaces and plazas, allowing visitors to deepen both their emotional connection to and understanding of an often-overlooked civilization.

Proven at Global Scale

This same approach to experimental storytelling and emerging technology has shaped work beyond the featured projects. Additional examples include TikTok’s Geek Dice, an interactive collectible that brought chance-based play into the physical world for the GeekTok creator community, and TwitchCon San Diego’s Emotifier, an R&D installation that used real-time data visualization and generative display systems to transform user-generated content into a site-wide digital art environment.