Objective: Develop an immersive brand activation in the fan zone of Super Bowl 51 (Houston) that captured the athlete’s journey and reward narrative in a dynamic, interactive environment.
My role / contribution: I generated the core narrative (“Enjoy the journey → Reap the reward”), created the 3D SketchUp model to pitch the concept, the retail design package, oversaw installation, signage, lighting, social-sharing and prize mechanics, and harmonized the creative, production and marketing teams.
Key highlight / impact: The experiential structure delivered an engaging physical narrative aligning with the athlete brand, elevated the fan experience through novel spatial storytelling, and emphasized my capability to sell, visualize and execute bold creative ideas for premier sporting events.
