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JOHN TRINANES I CREATIVE DIRECTION
my work
I've had the privilege of building and leading some of the most talented creative teams in the industry, and it's something I'm incredibly proud of. The work shared here is not mine alone, but the result of extraordinary collaboration across disciplines, with people I've had the honor of inspiring, learning from, and creating alongside.
Sega Atlus Activation @ Anime Expo
Building a World Fans Could Walk Into
At Anime Expo, showing up isn't enough. You have to earn attention in a sea of fandom, spectacle, and sensory overload.
That was the opportunity with SEGA and ATLUS.
Rather than create another booth filled with demos and displays, I pushed our team to think bigger. What if we built a world fans could actually step inside? Not just a showcase of games, but a place with its own energy, personality, and point of view.
That thinking became Neo SEGA City — a Neo-Tokyo-inspired cultural district that brought SEGA and ATLUS together inside one connected, walkable experience.
Across 4,000 square feet, we designed five distinct yet interconnected environments that turned retail, gameplay, entertainment, and social sharing into one continuous fan journey. Inspired by real Japanese urban culture, each space invited discovery, participation, and deeper fandom rather than passive browsing.
Over four days and in the middle of more than 422,000 fan visits at Anime Expo 2026, Neo SEGA City gave SEGA and ATLUS something bigger than a booth.
It gave them a destination.
And just as importantly, it created a scalable live-experience framework designed to evolve with the brand well beyond a single event.
At Anime Expo, showing up isn't enough. You have to earn attention in a sea of fandom, spectacle, and sensory overload.
That was the opportunity with SEGA and ATLUS.
Rather than create another booth filled with demos and displays, I pushed our team to think bigger. What if we built a world fans could actually step inside? Not just a showcase of games, but a place with its own energy, personality, and point of view.
That thinking became Neo SEGA City — a Neo-Tokyo-inspired cultural district that brought SEGA and ATLUS together inside one connected, walkable experience.
Across 4,000 square feet, we designed five distinct yet interconnected environments that turned retail, gameplay, entertainment, and social sharing into one continuous fan journey. Inspired by real Japanese urban culture, each space invited discovery, participation, and deeper fandom rather than passive browsing.
Over four days and in the middle of more than 422,000 fan visits at Anime Expo 2026, Neo SEGA City gave SEGA and ATLUS something bigger than a booth.
It gave them a destination.
And just as importantly, it created a scalable live-experience framework designed to evolve with the brand well beyond a single event.
Future Proof x Advisor Circle
Wall Street Meets the Beach. And Everything Changes.
Let's face it. Wealth management conferences aren't exactly known for pushing creative boundaries. Predictable formats, endless presentations, and plenty of networking over bad coffee.
Advisor Circle wanted to change all that. And we loved the challenge.
Rather than simply reinventing the conference, we saw an opportunity to challenge the entire premise. Who said meaningful business connections had to happen inside a convention center? And what if learning about the future of finance could actually be fun?
I worked with our multidisciplinary team to embrace that rebellious spirit, reimagining the traditional financial gathering through the lens of music, culture, and community.
The result was Future Proof, the world's first wealth management festival, taking over the beaches of Huntington Beach, California.
Three days. 2,200 attendees. 260 speaker sessions. Four stages. Live podcasts, interactive workshops, and CNBC broadcasting live. All wrapped in the energy and atmosphere of a beachfront festival.
We didn't just help Advisor Circle launch an event. We helped bring an entirely new experience to an industry ready for a shake-up.
Turns out, the future of finance looks pretty good with sand between your toes.
Let's face it. Wealth management conferences aren't exactly known for pushing creative boundaries. Predictable formats, endless presentations, and plenty of networking over bad coffee.
Advisor Circle wanted to change all that. And we loved the challenge.
Rather than simply reinventing the conference, we saw an opportunity to challenge the entire premise. Who said meaningful business connections had to happen inside a convention center? And what if learning about the future of finance could actually be fun?
I worked with our multidisciplinary team to embrace that rebellious spirit, reimagining the traditional financial gathering through the lens of music, culture, and community.
The result was Future Proof, the world's first wealth management festival, taking over the beaches of Huntington Beach, California.
Three days. 2,200 attendees. 260 speaker sessions. Four stages. Live podcasts, interactive workshops, and CNBC broadcasting live. All wrapped in the energy and atmosphere of a beachfront festival.
We didn't just help Advisor Circle launch an event. We helped bring an entirely new experience to an industry ready for a shake-up.
Turns out, the future of finance looks pretty good with sand between your toes.
Under Armour House of Innovation @ GCS
The World's Fastest Shoe Meets the World's Busiest Stage.
New York City. Super Bowl weekend. Grand Central Terminal. If you're going to introduce the world's fastest shoe, you might as well go big.
Under Armour was launching the revolutionary SpeedForm Apollo, and our challenge was to create an experience as bold, disruptive, and unapologetically confident as the brand itself.
But we weren't interested in simply putting a shoe on a pedestal. We wanted people to feel the innovation, energy, and competitive spirit that made Under Armour different.
I worked alongside an incredibly talented team of strategists, designers, and producers to push the experience beyond a traditional product launch. Together, we transformed Grand Central's iconic Vanderbilt Hall into the Under Armour House of Innovation—12,500 square feet of immersive brand storytelling, athletic performance, and pure Under Armour attitude.
Four days. More than 700,000 visitors. One unforgettable introduction to the SpeedForm Apollo.
And a powerful reminder that when you have a product built to challenge convention, the experience introducing it should do exactly the same.
New York City. Super Bowl weekend. Grand Central Terminal. If you're going to introduce the world's fastest shoe, you might as well go big.
Under Armour was launching the revolutionary SpeedForm Apollo, and our challenge was to create an experience as bold, disruptive, and unapologetically confident as the brand itself.
But we weren't interested in simply putting a shoe on a pedestal. We wanted people to feel the innovation, energy, and competitive spirit that made Under Armour different.
I worked alongside an incredibly talented team of strategists, designers, and producers to push the experience beyond a traditional product launch. Together, we transformed Grand Central's iconic Vanderbilt Hall into the Under Armour House of Innovation—12,500 square feet of immersive brand storytelling, athletic performance, and pure Under Armour attitude.
Four days. More than 700,000 visitors. One unforgettable introduction to the SpeedForm Apollo.
And a powerful reminder that when you have a product built to challenge convention, the experience introducing it should do exactly the same.
Pepsi Fan Experience @ Levi's Stadium
Turning a Sponsorship into a Fan Destination
When Pepsi became a founding partner of the San Francisco 49ers' new Levi's Stadium, they didn't just want their logo plastered across another sports venue. They wanted to become part of the game-day experience.
And that presented an interesting creative challenge. How do you make a brand impossible to miss without getting in the way of what fans actually came to see?
I worked with our multidisciplinary team to rethink the traditional stadium sponsorship. Rather than creating another branded space, we set out to build a destination that gave fans something they genuinely wanted: better views, more access, and more ways to celebrate their team.
The result was the Pepsi Fan Deck, an immersive, stadium-wide attraction featuring an iconic Pepsi entrance tunnel, exclusive 12-Pack of Fans seating, interactive social experiences, and larger-than-life brand moments.
We turned passive brand exposure into active fan participation, creating a permanent destination designed to keep Pepsi connected to the energy of game day for years to come.
And the industry took notice. The Pepsi Fan Deck earned a prestigious 2015 Clio Award for excellence in design.
When Pepsi became a founding partner of the San Francisco 49ers' new Levi's Stadium, they didn't just want their logo plastered across another sports venue. They wanted to become part of the game-day experience.
And that presented an interesting creative challenge. How do you make a brand impossible to miss without getting in the way of what fans actually came to see?
I worked with our multidisciplinary team to rethink the traditional stadium sponsorship. Rather than creating another branded space, we set out to build a destination that gave fans something they genuinely wanted: better views, more access, and more ways to celebrate their team.
The result was the Pepsi Fan Deck, an immersive, stadium-wide attraction featuring an iconic Pepsi entrance tunnel, exclusive 12-Pack of Fans seating, interactive social experiences, and larger-than-life brand moments.
We turned passive brand exposure into active fan participation, creating a permanent destination designed to keep Pepsi connected to the energy of game day for years to come.
And the industry took notice. The Pepsi Fan Deck earned a prestigious 2015 Clio Award for excellence in design.
VW Golf US Reveal @ NYC Auto Show
40 Years of Innovation. One Unforgettable Reveal.
Seven generations. Forty years of automotive history. One iconic Volkswagen Golf.
When Volkswagen set out to introduce the next generation of the Golf at the New York International Auto Show, we saw an opportunity to do more than pull the cover off another new car.
What if we could bring the entire evolution of an automotive icon to life, right before the audience's eyes?
Working with our creative, production, and technology partners, we transformed that idea into a theatrical experience using cutting-edge 3D projection mapping.
With the vehicle as our canvas, we took the audience on a visual journey through the Golf's evolution, from the first pencil sketches and sculpted clay models to the stunning reveal of the production vehicle. Every surface became part of the story, seamlessly blending physical design, animation, and technology.
The result was a show-stopping introduction that celebrated the Golf's remarkable heritage while building excitement for its future, generating widespread attention and online engagement.
Forty years of automotive innovation brought to life in a matter of minutes.
Seven generations. Forty years of automotive history. One iconic Volkswagen Golf.
When Volkswagen set out to introduce the next generation of the Golf at the New York International Auto Show, we saw an opportunity to do more than pull the cover off another new car.
What if we could bring the entire evolution of an automotive icon to life, right before the audience's eyes?
Working with our creative, production, and technology partners, we transformed that idea into a theatrical experience using cutting-edge 3D projection mapping.
With the vehicle as our canvas, we took the audience on a visual journey through the Golf's evolution, from the first pencil sketches and sculpted clay models to the stunning reveal of the production vehicle. Every surface became part of the story, seamlessly blending physical design, animation, and technology.
The result was a show-stopping introduction that celebrated the Golf's remarkable heritage while building excitement for its future, generating widespread attention and online engagement.
Forty years of automotive innovation brought to life in a matter of minutes.
Bell Nexus Reveal @ CES
Bringing the Future of Flight Down to Earth
How do you introduce a revolutionary flying taxi when the world hasn't quite figured out what the future of urban mobility looks like?
That was our challenge with Bell at CES. The technology was extraordinary, but simply showcasing an aircraft wasn't going to tell the bigger story. We needed people to understand how it could fundamentally change the way we live, work, and move through our cities.
I challenged our multidisciplinary creative team to think beyond the aircraft itself and imagine the world it would make possible. The real opportunity wasn't just showing people the future of flight. It was helping them see themselves in it.
Together, we brought that vision to life through an immersive Smart City experience, combining a full-scale Bell Nexus aircraft with hyperrealistic digital environments and a miniature aircraft taking flight across two futuristic city districts.
The result was a powerful demonstration of Bell's vision for urban mobility, generating global media attention and more than 1.2 million social media impressions.
Because sometimes the best way to introduce the future is to make people feel like they're already living in it.
How do you introduce a revolutionary flying taxi when the world hasn't quite figured out what the future of urban mobility looks like?
That was our challenge with Bell at CES. The technology was extraordinary, but simply showcasing an aircraft wasn't going to tell the bigger story. We needed people to understand how it could fundamentally change the way we live, work, and move through our cities.
I challenged our multidisciplinary creative team to think beyond the aircraft itself and imagine the world it would make possible. The real opportunity wasn't just showing people the future of flight. It was helping them see themselves in it.
Together, we brought that vision to life through an immersive Smart City experience, combining a full-scale Bell Nexus aircraft with hyperrealistic digital environments and a miniature aircraft taking flight across two futuristic city districts.
The result was a powerful demonstration of Bell's vision for urban mobility, generating global media attention and more than 1.2 million social media impressions.
Because sometimes the best way to introduce the future is to make people feel like they're already living in it.
Mini Rooftop Experience @ NYC Fashion Week
Big Ideas. Small Spaces. One Unforgettable Rooftop.
MINI had always embraced the unconventional. So when the brand challenged us to bring its global “Creative Use of Space” campaign to New York Fashion Week, we knew a traditional automotive activation wasn't going to cut it.
Our opportunity was to connect MINI with New York's creative class without making it feel like we were selling them cars.
What if we made MINI the place everyone wanted to be, rather than the brand everyone was being asked to see?
I worked with our multidisciplinary team to turn that thinking into something unexpected, transforming a Hell's Kitchen warehouse into a ten-day cultural destination. Fashion shows, art exhibitions, yoga, live music, and a rooftop that quickly became one of Fashion Week's hottest after-hours scenes.
With designers like Diane von Furstenberg, celebrity appearances, and some of the city's best DJs, we created the kind of experience people discovered through word of mouth—and couldn't wait to tell their friends about.
The results? More than 7,000 guests, 500+ test drives, and hundreds of thousands of online mentions. All without losing the authentic, underground energy that made the experience special.
Turns out, MINI's creative use of space was about a whole lot more than fitting a car into a tight parking spot.
MINI had always embraced the unconventional. So when the brand challenged us to bring its global “Creative Use of Space” campaign to New York Fashion Week, we knew a traditional automotive activation wasn't going to cut it.
Our opportunity was to connect MINI with New York's creative class without making it feel like we were selling them cars.
What if we made MINI the place everyone wanted to be, rather than the brand everyone was being asked to see?
I worked with our multidisciplinary team to turn that thinking into something unexpected, transforming a Hell's Kitchen warehouse into a ten-day cultural destination. Fashion shows, art exhibitions, yoga, live music, and a rooftop that quickly became one of Fashion Week's hottest after-hours scenes.
With designers like Diane von Furstenberg, celebrity appearances, and some of the city's best DJs, we created the kind of experience people discovered through word of mouth—and couldn't wait to tell their friends about.
The results? More than 7,000 guests, 500+ test drives, and hundreds of thousands of online mentions. All without losing the authentic, underground energy that made the experience special.
Turns out, MINI's creative use of space was about a whole lot more than fitting a car into a tight parking spot.
Formula E VIP Fan Experience
Electrifying the VIP Experience
Formula E was redefining motorsport, bringing the thrill of electric racing to some of the world's most iconic cities. But beyond the speed, technology, and sustainability was an opportunity to rethink what a world-class VIP experience could be.
Partnering with Hugo Boss, our challenge was to create something that matched the adrenaline of the race with the sophistication and exclusivity of a luxury brand.
I worked with our multidisciplinary team to explore the intersection of sport, fashion, and entertainment. We recognized that luxury wasn't simply about offering more. It was about creating access, connection, and moments guests couldn't experience anywhere else.
That thinking became the foundation for the BOSS Emotion Club, a premium hospitality experience that brought the energy of Formula E together with the style and sophistication of Hugo Boss.
From London to Miami, we guided the experience from creative vision through flawless execution, combining elevated dining, entertainment, and exclusive on- and off-track access into an unforgettable race-day experience for VIP guests and celebrities alike.
Because when you're surrounded by that much excitement, the experience shouldn't just give you the best seat in the house. It should become part of the spectacle.
Formula E was redefining motorsport, bringing the thrill of electric racing to some of the world's most iconic cities. But beyond the speed, technology, and sustainability was an opportunity to rethink what a world-class VIP experience could be.
Partnering with Hugo Boss, our challenge was to create something that matched the adrenaline of the race with the sophistication and exclusivity of a luxury brand.
I worked with our multidisciplinary team to explore the intersection of sport, fashion, and entertainment. We recognized that luxury wasn't simply about offering more. It was about creating access, connection, and moments guests couldn't experience anywhere else.
That thinking became the foundation for the BOSS Emotion Club, a premium hospitality experience that brought the energy of Formula E together with the style and sophistication of Hugo Boss.
From London to Miami, we guided the experience from creative vision through flawless execution, combining elevated dining, entertainment, and exclusive on- and off-track access into an unforgettable race-day experience for VIP guests and celebrities alike.
Because when you're surrounded by that much excitement, the experience shouldn't just give you the best seat in the house. It should become part of the spectacle.
Fiat SoHo Gallery
A Little Italian Attitude Takes Over New York
After years away from the American market, FIAT was making its return with the iconic FIAT 500 Cabriolet. But in a city like New York, simply showing up with a new car wasn't going to turn heads.
We needed to introduce more than a vehicle. We needed to introduce a personality.
Rather than compete for attention on the crowded auto show floor, we saw an opportunity to take FIAT somewhere its future customers actually wanted to be. Into the heart of SoHo, where fashion, art, music, and culture collide.
Working with our creative, strategy, and production teams, we brought that thinking to life as the FIAT Gallery at 18 Wooster, transforming a contemporary gallery into a 12-day celebration of Italian design and New York creativity.
Part art gallery, part Italian café, part live music venue, the experience invited tastemakers to discover FIAT on their own terms. And yes, they could even take the new 500 Cabriolet for a spin.
The result? A cultural hit that attracted audiences who wouldn't normally set foot in an auto show, earned sustained New York media coverage, and took home an Ex Award for Best Pop-Up Store/Retail.
Not a bad way to say ciao to America.
After years away from the American market, FIAT was making its return with the iconic FIAT 500 Cabriolet. But in a city like New York, simply showing up with a new car wasn't going to turn heads.
We needed to introduce more than a vehicle. We needed to introduce a personality.
Rather than compete for attention on the crowded auto show floor, we saw an opportunity to take FIAT somewhere its future customers actually wanted to be. Into the heart of SoHo, where fashion, art, music, and culture collide.
Working with our creative, strategy, and production teams, we brought that thinking to life as the FIAT Gallery at 18 Wooster, transforming a contemporary gallery into a 12-day celebration of Italian design and New York creativity.
Part art gallery, part Italian café, part live music venue, the experience invited tastemakers to discover FIAT on their own terms. And yes, they could even take the new 500 Cabriolet for a spin.
The result? A cultural hit that attracted audiences who wouldn't normally set foot in an auto show, earned sustained New York media coverage, and took home an Ex Award for Best Pop-Up Store/Retail.
Not a bad way to say ciao to America.
Mionetto Salone Brand Activation
Bringing a Little Italian Dolce Vita to America
Mionetto was already the world's best-selling Prosecco, but in the U.S., there was an opportunity to turn global recognition into something more personal, cultural, and memorable.
We saw an opportunity to do more than introduce people to a great Italian Prosecco. What if we could introduce them to the Italian way of enjoying it?
I worked with our strategy, creative, and production teams to explore what makes Italian social culture so irresistible. The spontaneity, the style, the food, the conversations. That unmistakable ability to turn an ordinary moment into something worth celebrating.
That thinking inspired Mionetto Salone 2.0, a scalable brand experience that brought a taste of Italian social culture to life across America.
From Formula 1 in Miami and Southern California's BeachLife Festival to intimate gatherings in Boston and sophisticated takeovers in Chicago, we transformed everyday environments into vibrant expressions of Italian hospitality.
Through a connected mix of live experiences, retail activations, and digital engagement, we reached more than 50,000 consumers, creating opportunities to discover, taste, and connect with Mionetto.
Because sometimes the best way to build a brand isn't to tell people what it stands for. It's to invite them to live it.
Mionetto was already the world's best-selling Prosecco, but in the U.S., there was an opportunity to turn global recognition into something more personal, cultural, and memorable.
We saw an opportunity to do more than introduce people to a great Italian Prosecco. What if we could introduce them to the Italian way of enjoying it?
I worked with our strategy, creative, and production teams to explore what makes Italian social culture so irresistible. The spontaneity, the style, the food, the conversations. That unmistakable ability to turn an ordinary moment into something worth celebrating.
That thinking inspired Mionetto Salone 2.0, a scalable brand experience that brought a taste of Italian social culture to life across America.
From Formula 1 in Miami and Southern California's BeachLife Festival to intimate gatherings in Boston and sophisticated takeovers in Chicago, we transformed everyday environments into vibrant expressions of Italian hospitality.
Through a connected mix of live experiences, retail activations, and digital engagement, we reached more than 50,000 consumers, creating opportunities to discover, taste, and connect with Mionetto.
Because sometimes the best way to build a brand isn't to tell people what it stands for. It's to invite them to live it.
Chobani 100 Days to London Olympics
Small Footprint. Big Olympic Ambitions.
Times Square. The Olympics. Some of the world's biggest brands competing for attention. And Chobani, America's #1 yogurt, looking to make its mark as an official Team USA sponsor.
The challenge? Stand out in one of the busiest places on Earth with a surprisingly small footprint.
Rather than compete with the noise, we decided to do the opposite. What if the most unexpected thing we could create in Times Square was something beautifully simple?
Working with our multidisciplinary team, we moved beyond the traditional branded tent and reimagined the space as something open, inviting, and unmistakably Chobani.
The result was the Chobani Gallery, a light-filled, contemporary pop-up that brought the brand's Naturally Powering Team USA campaign to life through thoughtful design, authentic storytelling, and a whole lot of yogurt.
The experience attracted tens of thousands of visitors and delivered tens of thousands of samples, creating a powerful kickoff to Chobani's Olympic sponsorship. Better yet, we designed the Gallery to travel, extending the experience into future activations throughout the Olympic campaign.
Sometimes making the biggest impression has nothing to do with being the loudest.
Times Square. The Olympics. Some of the world's biggest brands competing for attention. And Chobani, America's #1 yogurt, looking to make its mark as an official Team USA sponsor.
The challenge? Stand out in one of the busiest places on Earth with a surprisingly small footprint.
Rather than compete with the noise, we decided to do the opposite. What if the most unexpected thing we could create in Times Square was something beautifully simple?
Working with our multidisciplinary team, we moved beyond the traditional branded tent and reimagined the space as something open, inviting, and unmistakably Chobani.
The result was the Chobani Gallery, a light-filled, contemporary pop-up that brought the brand's Naturally Powering Team USA campaign to life through thoughtful design, authentic storytelling, and a whole lot of yogurt.
The experience attracted tens of thousands of visitors and delivered tens of thousands of samples, creating a powerful kickoff to Chobani's Olympic sponsorship. Better yet, we designed the Gallery to travel, extending the experience into future activations throughout the Olympic campaign.
Sometimes making the biggest impression has nothing to do with being the loudest.
McDonald's Worldwide Convention
40,000 Restaurants. One Global Family. One Incredible Experience.
For the first time in its history, McDonald's was taking its Worldwide Convention beyond U.S. borders. Barcelona would become the gathering place for more than 14,000 franchisees, employees, suppliers, and crew members representing one of the most recognizable brands on the planet.
The scale was enormous. But the real challenge wasn't simply bringing everyone together. It was making a global organization of this size feel like one connected community.
Working with our multidisciplinary team, we focused on creating something bigger than a convention. An experience that celebrated the people, passion, and shared purpose behind those iconic golden arches.
Together, we transformed Barcelona's FIRA into an immersive McDonald's village, bringing the brand's mission to life through engaging environments, educational experiences, inspiring keynotes, and large-scale celebrations.
Every touchpoint was designed to connect people to the brand, its future, and most importantly, to one another.
The result was a landmark global gathering that united more than 14,000 attendees from across the McDonald's System.
Because behind 40,000 restaurants isn't just one of the world's biggest brands. It's a whole lot of people who make it what it is.
For the first time in its history, McDonald's was taking its Worldwide Convention beyond U.S. borders. Barcelona would become the gathering place for more than 14,000 franchisees, employees, suppliers, and crew members representing one of the most recognizable brands on the planet.
The scale was enormous. But the real challenge wasn't simply bringing everyone together. It was making a global organization of this size feel like one connected community.
Working with our multidisciplinary team, we focused on creating something bigger than a convention. An experience that celebrated the people, passion, and shared purpose behind those iconic golden arches.
Together, we transformed Barcelona's FIRA into an immersive McDonald's village, bringing the brand's mission to life through engaging environments, educational experiences, inspiring keynotes, and large-scale celebrations.
Every touchpoint was designed to connect people to the brand, its future, and most importantly, to one another.
The result was a landmark global gathering that united more than 14,000 attendees from across the McDonald's System.
Because behind 40,000 restaurants isn't just one of the world's biggest brands. It's a whole lot of people who make it what it is.
JP Morgan Acquired Live
Turning Business Stories into Rock-Star Experiences
Some of the best creative opportunities come from asking a simple question: What if we looked at this completely differently?
Acquired was already one of the world's most influential tech podcasts, with a fiercely loyal following. J.P. Morgan Payments had an equally powerful story to tell: behind every great company and breakthrough innovation, payments help make it possible.
Our challenge was to bring these two worlds together in a way people could actually feel.
Working alongside an incredibly talented multidisciplinary team, we pushed beyond the predictable corporate event. We recognized something important: Acquired's listeners weren't just an audience. They were fans. And the stories they loved deserved a stage as big as the ideas behind them.
That insight sparked a bigger creative ambition: What if a business podcast could deliver the energy and excitement of a rock concert?
Together, we brought that vision to life at San Francisco's Chase Center, transforming business storytelling into must-see entertainment. The overwhelming success of year one led to an even more iconic second chapter at New York City's legendary Radio City Music Hall.
Two extraordinary venues. One powerful brand connection. And proof of what happens when you empower a great team to challenge the expected.
Because the best brand experiences don't feel like marketing. They feel like something you wouldn't want to miss.
Some of the best creative opportunities come from asking a simple question: What if we looked at this completely differently?
Acquired was already one of the world's most influential tech podcasts, with a fiercely loyal following. J.P. Morgan Payments had an equally powerful story to tell: behind every great company and breakthrough innovation, payments help make it possible.
Our challenge was to bring these two worlds together in a way people could actually feel.
Working alongside an incredibly talented multidisciplinary team, we pushed beyond the predictable corporate event. We recognized something important: Acquired's listeners weren't just an audience. They were fans. And the stories they loved deserved a stage as big as the ideas behind them.
That insight sparked a bigger creative ambition: What if a business podcast could deliver the energy and excitement of a rock concert?
Together, we brought that vision to life at San Francisco's Chase Center, transforming business storytelling into must-see entertainment. The overwhelming success of year one led to an even more iconic second chapter at New York City's legendary Radio City Music Hall.
Two extraordinary venues. One powerful brand connection. And proof of what happens when you empower a great team to challenge the expected.
Because the best brand experiences don't feel like marketing. They feel like something you wouldn't want to miss.
Boeing Sustainability Pavilion
Taking Storytelling to New Heights
When you've been partnering with an aviation icon like Boeing for decades, the challenge isn't simply creating something new. It's finding new ways to make an extraordinary story feel extraordinary.
From Paris to Dubai to Farnborough, Boeing had a powerful vision for the future of aviation. But with so many innovations, technologies, and complex messages to communicate, we needed to move beyond traditional product storytelling.
Working with our multidisciplinary team, we challenged ourselves to think less about showcasing technology and more about transporting people into the worlds that technology makes possible.
That thinking transformed Boeing's global pavilions into immersive storytelling environments. Through sweeping floor projections, synchronized content, and interactive journeys, we took audiences from lush rainforests to the surface of Mars, bringing Boeing's vision for sustainability, innovation, safety, and the future of flight to life.
We also put guests in control, allowing them to choose their own journey through personalized commercial and defense aviation experiences.
Across multiple global air shows, we helped turn complex stories into moments of wonder, discovery, and meaningful connection.
Because great storytelling doesn't just tell people how far innovation can take us. It inspires them to imagine where we might go next.
When you've been partnering with an aviation icon like Boeing for decades, the challenge isn't simply creating something new. It's finding new ways to make an extraordinary story feel extraordinary.
From Paris to Dubai to Farnborough, Boeing had a powerful vision for the future of aviation. But with so many innovations, technologies, and complex messages to communicate, we needed to move beyond traditional product storytelling.
Working with our multidisciplinary team, we challenged ourselves to think less about showcasing technology and more about transporting people into the worlds that technology makes possible.
That thinking transformed Boeing's global pavilions into immersive storytelling environments. Through sweeping floor projections, synchronized content, and interactive journeys, we took audiences from lush rainforests to the surface of Mars, bringing Boeing's vision for sustainability, innovation, safety, and the future of flight to life.
We also put guests in control, allowing them to choose their own journey through personalized commercial and defense aviation experiences.
Across multiple global air shows, we helped turn complex stories into moments of wonder, discovery, and meaningful connection.
Because great storytelling doesn't just tell people how far innovation can take us. It inspires them to imagine where we might go next.
Nissan Star Wars Rogue One
A Product Launch from a Galaxy Far, Far Away.
When Nissan teamed up with Disney for the release of Rogue One: A Star Wars Story, we had an incredible opportunity to introduce the new Nissan Rogue in a way the automotive world had never seen before.
But the challenge was bigger than pairing two iconic brands. How could we make Nissan's Intelligent Safety Shield technology the hero of a Star Wars story without making it feel like a product commercial?
Working alongside our creative, strategy, production, and technology teams, including our partners at Spinifex, we embraced the cinematic possibilities and pushed the traditional auto show reveal into entirely new territory.
The result was a fully immersive 4D experience that put the Nissan Rogue in the middle of an epic Star Wars battle. A synchronized rotating vehicle, massive LED environments, lasers, pyrotechnics, and surround sound brought the action to life, complete with Stormtroopers and a life-size TIE fighter.
The experience stole the show in Los Angeles and delivered extraordinary business results. Nissan reported record sales in the months following the launch, while website traffic increased 225% in November and 300% in December.
A little Hollywood magic. A whole lot of creative and technical collaboration. And one of those rare moments when a product launch became the entertainment everyone came to see.
When Nissan teamed up with Disney for the release of Rogue One: A Star Wars Story, we had an incredible opportunity to introduce the new Nissan Rogue in a way the automotive world had never seen before.
But the challenge was bigger than pairing two iconic brands. How could we make Nissan's Intelligent Safety Shield technology the hero of a Star Wars story without making it feel like a product commercial?
Working alongside our creative, strategy, production, and technology teams, including our partners at Spinifex, we embraced the cinematic possibilities and pushed the traditional auto show reveal into entirely new territory.
The result was a fully immersive 4D experience that put the Nissan Rogue in the middle of an epic Star Wars battle. A synchronized rotating vehicle, massive LED environments, lasers, pyrotechnics, and surround sound brought the action to life, complete with Stormtroopers and a life-size TIE fighter.
The experience stole the show in Los Angeles and delivered extraordinary business results. Nissan reported record sales in the months following the launch, while website traffic increased 225% in November and 300% in December.
A little Hollywood magic. A whole lot of creative and technical collaboration. And one of those rare moments when a product launch became the entertainment everyone came to see.
Meta London 10th Anniversary Celebration
6,000 People. One City. One Epic Birthday Celebration.
How do you throw an unforgettable birthday party for 6,000 people who spend their days connecting the world?
That was the challenge as Meta celebrated 10 years of growth in the UK and EMEA. But we saw an opportunity to do something much bigger than the typical corporate celebration. This was about celebrating the people behind the technology and the connections they'd built along the way.
I encouraged our team to turn the brief inside out. Rather than bringing everyone together in one place, what if we turned the entire city of London into the party?
That simple shift in thinking sparked a 24-hour, citywide scavenger hunt that transformed Meta's anniversary into an adventure. Working across creative, strategy, digital, and production, we brought 6,000 Meta employees together through unexpected challenges, interactive experiences, live entertainment, pop-up podcast studios, and plenty of surprises.
What started as a birthday party became something far more meaningful: a shared experience that celebrated individuality, sparked new connections, and reminded everyone what made Meta's culture special.
Because sometimes the best way to celebrate a company isn't to put the spotlight on the brand. It's to put it on the people who built it.
How do you throw an unforgettable birthday party for 6,000 people who spend their days connecting the world?
That was the challenge as Meta celebrated 10 years of growth in the UK and EMEA. But we saw an opportunity to do something much bigger than the typical corporate celebration. This was about celebrating the people behind the technology and the connections they'd built along the way.
I encouraged our team to turn the brief inside out. Rather than bringing everyone together in one place, what if we turned the entire city of London into the party?
That simple shift in thinking sparked a 24-hour, citywide scavenger hunt that transformed Meta's anniversary into an adventure. Working across creative, strategy, digital, and production, we brought 6,000 Meta employees together through unexpected challenges, interactive experiences, live entertainment, pop-up podcast studios, and plenty of surprises.
What started as a birthday party became something far more meaningful: a shared experience that celebrated individuality, sparked new connections, and reminded everyone what made Meta's culture special.
Because sometimes the best way to celebrate a company isn't to put the spotlight on the brand. It's to put it on the people who built it.
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