Marketing budgets into
cultural moments.
Cultural moments into
measurable lift.

The Brief

Airbnb's launch of Icons — a new category of extraordinary, money-can't-buy experiences — needed a headline moment. Working with Pixar to mark the 15th anniversary of Up, the assignment was to recreate Carl Fredricksen's home as a real, bookable stay. The catch: it had to actually float.

The Build

Verb (Ad Age's 2024 Experiential Agency of the Year) led the build in partnership with Airbnb. The team constructed the house from scratch in Abiquiu, New Mexico, paint-matched to the exact Pantones used in the film, attached 8,000 custom balloons, and suspended the entire structure approximately 50 feet above the desert floor using a concealed crane — engineering a piece of childhood folklore into reality.

The Role

As Production Assistant with Verb, set production support spanned the on-the-ground build:

• Vendor coordination — managed deliveries, services, and crew handoffs across multiple production phases on a remote desert site
• Inventory tracking — kept eyes on signage, props, and brand assets so a Pantone-perfect interior actually shipped Pantone-perfect
• Hospitality logistics — supported crew and visiting talent throughout shoot days
• Financial integrity — owned receipt and invoice management with the precision the budget demanded
• Market research — contributed location and detail research feeding the broader creative

The Outcome

The Up House became one of the most-covered brand activations of the year — earning press across Creative Review, It's Nice That, Designboom, Creative Boom, TODAY, and Yanko Design, plus organic social fire across Airbnb's owned channels. Bookings were paused within weeks because demand overwhelmed availability — the highest possible "yes" any experiential brief can hope to receive.

The Brief

Toyota's challenge: build authentic cultural relevance at the largest music festivals in the country without buying a stage and slapping a logo on it. The answer was the Toyota Music Den — a "festival within a festival" giving rising artists an intimate stage, fans bonus sets from their favorites, and Toyota a genuine seat at the cultural table.

The Footprint

Supporting the Music Den since 2017 at four flagship festivals:

• Lollapalooza — Chicago — Toyota's marquee festival sponsorship
• Stagecoach — Indio, CA — country's biggest country fest
• Life is Beautiful — Las Vegas — culture, music, and art crossover
• Roots Picnic — Philadelphia — a cultural cornerstone for hip-hop and R&B

Past Music Den performers include Dua Lipa, Glass Animals, SOFI TUKKER, MUNA, Local Natives, La Santa Cecilia, Jhay Cortez, and Camila Luna — a roster that proves the strategy: spotlight talent on their way up, and the brand gets to ride alongside.

The Role

Across multiple festival seasons as an Event Marketing Specialist working with Toyota's agency partners, support spanned the operational layer that keeps the Music Den feeling effortless to attendees:

• Logistics support — load-in, load-out, talent transport, and on-site schedule coordination across multi-day events
• Vendor coordination — production crews, fabrication, hospitality, security, and AV partners
• Brand-asset management — keeping Toyota's vehicle activations, signage, and giveaways consistent across very different festival cultures
• Stakeholder alignment — Toyota's brand team, festival operators, agency partners, and artist management on the same page
• On-the-ground execution — the day-of problem-solving that keeps a stage running when something inevitably goes sideways

The Outcome

The Music Den has become one of the most recognizable, durable brand activations in live music — extending Toyota's cultural footprint to tens of thousands of festivalgoers per event, fueling a $75K Toyota donation to Music Will for in-school music education, and generating shareable photo, audio, and social content year after year.

The Brief

Infiniti was rolling out a defining new chapter of its "thoughtful hospitality" philosophy: a premium ownership benefit included with every 2025 Infiniti QX80. Owners would be matched with a dedicated Guest Experience Concierge to curate a personalized, money-can't-buy experience — travel, lodging, culinary, lifestyle — designed to make the moment of ownership feel as elevated as the car itself.

The Program

As an Infiniti Exclusives Guest Experience Concierge with Reach Nash, the role served as a direct point of contact for eligible QX80 owners — translating their lifestyle preferences into a fully booked, branded experience inside a tight cost envelope. The program ran across 16 states and required 15 simultaneously-active events monthly, coordinated through Cvent and a tightly-managed vendor roster.

The Role

• Preference intake & curation — translating client conversations into tailored itineraries that respected budget, brand tone, and individual taste
• Vendor capability alignment — matching the right travel, lodging, and culinary partners to each client without compromising exclusivity
• Cvent workflow management — kept all moving pieces in one system so multiple events could ship at once across distant time zones
• Brand-tone enforcement — every email, booking confirmation, and on-site touchpoint had to feel unmistakably Infiniti
• Real-time problem-solving — when a vendor fell through or a client preference changed, the experience never showed the seam

The Outcome

The program delivered Infiniti's most-talked-about ownership benefit while running 12% below benchmark cost — proving that elevated, personalized luxury and operational efficiency aren't mutually exclusive. The program supported Infiniti's broader brand repositioning around hospitality and helped reinforce why the QX80 belongs in the luxury SUV consideration set.

The Big Idea

"We're not taking a seat — we're building a bigger table." A pitch without barriers, paywalls, or permission. A home of legacy, expression, and joy. A stage where culture rewrites history. Welcome to FIFA Villa.

The Insight That Drove It

Soccer is the world's most popular game — but communities of color have been left on the sidelines since the first blow of the whistle. The barriers are structural, and the research is unforgiving:

Today, only 1 in 3 Black Americans have access to the game. Ahead of the 2026 World Cup hosted on U.S. soil, adidas had a once-in-a-generation moment to address that gap on the world stage. FIFA Villa is the answer.

The Six Objectives

• 01 — Interactive Touchpoints for audience engagement
• 02 — Immersive Storytelling that converts guest stories into cultural touchstones
• 03 — Film & Content Capture for extended target audience reach
• 04 — Sales & Demand for FIFA and adidas product lines
• 05 — Social Buzz for the 2026 World Cup
• 06 — Cultural Equity & Inclusion with lasting roots in diverse Black communities

Who It's For

The 3D Concept

The entire activation footprint was designed in SketchUp — every booth, every traffic flow, every photo moment — so vendors, fabricators, and brand stakeholders could walk the space before a single panel was built.

The Four Activation Pillars

FIFA Villa is built around four distinct zones, each designed to deliver against a different objective while threading the same cultural through-line:

The Guest Journey — Start to Finish

Every guest moves through six designed stages, with the adidas Black Card as the connective tissue:

The Tour

Three U.S. host cities — each tied to a confirmed 2026 World Cup stadium, ensuring maximum fan accessibility and cultural reach:

• Dallas — AT&T Stadium
• Los Angeles — SoFi Stadium
• New York — MetLife Stadium

How It's Measured

Measurement was designed into the program from day one, across three layers:

• adidas Black Card data — every QR scan tells us which stations performed, who returned, and where points concentrated
• Social media insights — IRL content across Twitch, TikTok, and YouTube using #FIFAVilla, #ADIDASDreamLab, and #OurGameOurSpace, tracked from March 11 through the World Cup
• Viewership ratings — real-time ad performance once the World Cup '26 ad airs

The Host Roster

Twelve cultural hosts engineered to span Gen Z and millennial cultural curators across streaming, soccer, comedy, and fashion — with a combined audience well into the hundreds of millions:

• Khaby Lame · 162M TikTok — universal cultural connector, Dream Lab VO
• IShowSpeed · 43M YT / 41M TikTok — viral, soccer-obsessed entertainer
• Kai Cenat · 18.6M Twitch / 7.2M YT — culture-shaping streamer
• Bukayo Saka · 12M IG — Arsenal & England star, youth favorite
• Chunkz · 3.5M YT / 2M IG — UK football & comedy crossover
• Asisat Oshoala · 3M IG — Barcelona & Nigeria icon
• Yung Filly · 2M YT / 1.5M IG — UK music + comedy + football mix
• Tim Weah · 777K IG — USMNT star, fashion & music crossover
• Trinity Rodman · 633K IG — Gen-Z USWNT powerhouse
• Naomi Girma · 211K IG — NWSL + USWNT defender
• Elischa Edouard · 113K IG/YT — Gen-Z football host
• Joelah Noble · 85K IG — on-air football presenter

Campaign Timing

Ad promotion kicks off three weeks before launch with the influencer roster across Twitch, TikTok, and YouTube. Once the activation closes, a hero ad featuring guests fulfilling their soccer dreams with adidas runs for an extended post-event period — turning a 3-month physical activation into 12+ months of cultural equity.

The Role · Start to Finish

Authored end-to-end. The deck demonstrates an approach to large-format cultural activations: research-led, audience-specific, structurally bold, and measurable from day one.

• Strategy & insight — sourced the equity-of-access research, identified the cultural gap, and shaped the "Our Game. Our Space." narrative
• Audience definition — segmented the Cultural Curator and Experience Seeker personas with the rationale for both
• Pillar architecture — designed the four-zone experience (Dream Lab, Kickback, First Touch, Footprint) so each maps to a distinct objective
• 3D footprint design — built the full activation in SketchUp so vendors and brand stakeholders could walk the space pre-build
• Guest journey — choreographed the six-stage flow with the Black Card as the connective measurement tool
• Influencer roster — cast the 12-person host lineup against audience reach and cultural relevance
• Measurement framework — defined the three-layer KPI stack (Black Card, social, viewership) so the program is reportable from launch
• Campaign timing — sequenced pre-launch promo, on-site capture, and post-event hero ad to extend the program's cultural runway

The Outcome

A pitch-ready, end-to-end activation concept with a built 3D footprint, defined audience segments, an influencer roster, and a measurement framework — the kind of deck that gets a meeting with brand leadership. Also a writing and design sample for the work built to ship next.