experiential

I strive to make everything I work on as bold as possible. My work sometimes gravitates towards the weird, but no matter what, there’s always a story. Below are some favorite experiences I’ve worked on. Please keep in mind that there is a lot that I cannot share.

Generate 24

…an immersive SKO, following the story of “Generate Tomorrow.” As Creative Lead on the client side, I drove the narrative and concept of Generate Tomorrow — a world which was added to by attendees. We broke ground by doing away with traditional breakout spaces and instead created immersive “worlds” where an AR dog took you through to help you find the ways in which you could generate tomorrow. As Creative Lead, I had full oversight of every creative detail, providing direction to our incredible agencies and thought partners, Opus and Gramercy Tech, but I also rolled up my sleeves and wrote copy for signage, the app, and more.

This event won the Experience Design Award for Best Use of AI and was a silver finalist for Best Combination of Event Technologies, and was recognized by BizBash as one of the most innovative meetings of the year.

Accelerate 23: Building Beyond

Welcome to the Beyondverse: an interactive, immersive metaverse that was born out a significant challenge: Making virtual seem exciting when everyone was pretty over virtual. So it started out with a question of: what if we built….a world?

And we did. Partnering with amazing agencies Opus, Gramercy Tech, and Vatom, our team built a full-on metaverse with clickable, explorable content, plus a full-scale show that led into the whole thing. I was responsible for all on-site production, the concept four of the main “areas” in the Beyondverse, talent direction, script oversight, narrative direction, and more. I worked with our executive speakers and celebrity talent on-site to help them get into being out-of-this-world, coaching them to understand the overall world building, and to aid with overall direction.

This event ended up winning a ton of awards: the Ex Award for Best B2B Virtual Event (and was a finalist for Best Metaverse), Experience Design & Technology Award for Best Metaverse, a Pro Award for Best Metaverse Experience, and was named one of BizBash’s Conferences that Captivate. It also was a nominee for the Drum Awards’ Best B2B Metaverse.

Ambassador Summit 23

The Ambassador Summit gathered the top Customer Engineers and Engineers in Google Cloud. As Creative Lead, I was responsible for the narrative, concept, and full creative direction and oversight. I also aided in the development and UX copy for the app, as well as some keynote scripting. The challenge? A really tight budget — and real need to bring people together.

The concept was “Assemble and Advance,” indicating that together, we can achieve progress. Over the course of several days, the general ‘space’ — a space that normally would have just served as a place to pace through between sessions and meals — became The Garage, a place to workshop, gather, and discuss. It advanced through time — going from retro, to contemporary, to modern. This was executed in partnership with LEO Events.

Cloud Club 2023

As client-side creative lead for this dual-location incentive program (Hawaii and Venice), I was responsible for creating the overall ‘campaign’ for the year (“It all starts here,”) full brand oversight, oversight and direction of all physical and digital assets — from preshow gifts and how they were wrapped (sustainably and with purposeful messaging) to the website and beyond. I oversaw all experiential elements as well, directing our agency partners — ITA, Hartmans, and Mutika — to lead with a sense of immersion and discovery, a deep respect for local cultures, keeping things boutique and focusing on local vendors, and all with an eye towards sustainability.

Cloud Club 2022

I oversaw a full brand overhaul of the Cloud Club brand, leading agency partners from apparent to create a logo that would be usable in perpetuity for global recognition with regional variations. I created full brand guidelines that included design usage, color usage, photography rules, copy usage, and created the year’s campaign (“This is for you”) along with copy samples. I had oversight for all digital and physical assets (signage, websites, etc). But my favorite thing I got to do? Write the story and script and provide creative direction for a drone show, which was executed by Firefly. Check out some of the images below.

Return to Office

Welcome back to the office! To welcome Googlers back to the office, we created immersive tours in Austin and Sunnyvale with surprises around every corner. I worked with individual Googlers to create their own individual special narratives, stories, and themed tours, while also overseeing the entire creative vision and narrative for the overall immersive tours and the entire experience. The tours were celebrations of local vendors, and culminated in festival-like experiences with local shops, musicians, food, drinks, and more. This was executed in partnership with NVE.

Accelerate22

For this virtual event, I served as the client-side creative lead for all things production, scripting, and narrative. I came up with the concept of turning the hosting segments that wove all of the content together into a bona fide show — like a late night talk show, really. We created three regional variations of the show, one for the Americas, one for APAC, and one for EMEA — each with a (regional) celebrity host and a Googler co-host. There was a ‘house band’ playing interludes and sets, original games that helped make interviews with executives more free-flowing and relaxed, as well as inspiring interviews with other guests. I coached speakers, led table reads, provided scripting oversight and direction, and worked on-set for the America show approving everything — down to individual shots and line reads. Below is a behind-the-scenes photo while the set was being built.

There’s more! I’ve worked on leadership summits, smaller customer-facing events, and a whole bunch of other things. Reach out to learn more!