SXSW X Powderpuff Girls Primer
Role: Creative Director
Scope: Scope: Collaboratively developed and creative directed The Powerpuff Girls SXSW parade alongside an internal team of illustrators and art directors. Led execution with an external agency, overseeing large-scale character inflatables, parade design, and branded fan engagement to deliver a cohesive, high-impact live activation.
Powerpuff Girls took over SXSW with “The Most Lit Party at SXSW,” a fan-powered parade activation. Attendees wore the color of the girl they most identified with and became the characters’ glowing speed lines, marching through Austin with light-up bracelets and balloons before gathering for snacks and the world premiere screening of the new series.
SDCC X We Bear Bears
Role: Creative Director
Scope: Scope: Collaboratively concepted and creative directed the We Bare Bears San Diego Comic-Con activation with an internal team of art directors and illustrators. Led creative development and partnered with an external experiential agency to translate the IP into a large-scale, interactive environment featuring character sculpture, fan photo systems, talent integrations, and high-volume engagement touchpoints. Oversaw environmental graphics, digital interactions, and fabrication to ensure a cohesive, character-driven brand experience on the convention floor.
Rooted in the show’s San Francisco setting and kawaii-inspired aesthetic, the activation reimagined a Japanese-style photo booth within a sculptural version of the Bears’ cave. The front-facing cave window allowed fans to preview animated content, while interactive photo stations invited them to step inside and capture candid portraits. Each participant received a custom animated GIF featuring kawaii graphics and film-strip styling, designed for social sharing. The randomized outputs encouraged repeat participation, driving sustained engagement throughout the convention.
SDCC X Cartoon Network
Role: Creative Director
Scope: Scope: Creative directed the design and construction of a large-scale character balloon installation at the gateway to SDCC, extending the brand beyond the convention floor and creating an interactive public landmark for fans.
Positioned at the central fountain plaza — a key pedestrian gateway to SDCC — the installation expanded the brand footprint into a high-visibility public corridor, amplifying social capture and extending engagement beyond the convention interior.
Stronger Than You — San Diego Comic-Con Fan Activation
Role: Creative Director
Scope: Scope: Creative Director for a live fan-driven music video activation at San Diego Comic-Con, overseeing experience design, set design, wardrobe and styling approval, and the visual direction of the filmed performance.
We transformed the heart of San Diego Comic-Con into a participatory music video for Steven Universe’s beloved anthem “Stronger Than You.” Fans crafted personal signs about what the song meant to them, received custom shirts, and joined Estelle in a live filmed performance that captured the passion and community of the Steven Universe fandom.
Batwheels Gotham City Raceway — NYCC Activation
Role: Creative Director
Scope: Scope: Creative Direction in collaboration with internal art directors, designers, illustrators, and an agency partner.
To introduce DC’s first-ever Batman preschool series, we transformed the space outside New York Comic Con into Batwheels Headquarters, an immersive raceway experience for young fans. Kids climbed into themed Batwheels vehicles and drove a mission-based course through Gotham City, bringing the show’s characters to life through play. The activation blended set design, interactive storytelling, and photo moments to create a joyful first encounter with the world of Batwheels.
NYC Powerpuff Girls Pop-up
Role: Creative Director
Scope: Scope: Creative Direction in collaboration with internal art directors, designers, illustrators, and an agency partner.
The Powfactor Pop-Up brought Powerpuff Yourself into the physical world, allowing fans to turn their digital characters into wearable expressions. Visitors created their Powerpuff character on site and had it printed live on shirts, sweatshirts, baseball tees, or totes, transforming a digital identity into something tangible and personal.
The experience extended the personality system through Powfactor patches tied to Blossom, Buttercup, and Bubbles, packaged in color-coded cards that defined each trait. Bold Powerpuff Girl sculpts and a fully wrapped exterior turned the Soho storefront into an unmistakable brand moment, drawing lines out the door as fans embraced a real-world version of their Powerpuff identity.
Cartoonito Mobile Tour
Role: Creative Director
Scope: Scope: Creative Direction in collaboration with internal art directors, designers, illustrators, and an agency partner.
Cartoonito was brought into the real world through a multi-city tour designed to translate the brand into playful, physical experiences. A fully skinned Cartoonito ice-cream truck served as the centerpiece, offering families Nito-inspired backpacks filled with school supplies, character patches, and alphabet patches for custom decorating.
The activation also included Cartoonito coloring books, hands-on activities, and large-scale inflatable characters for photo moments, creating approachable, memorable touchpoints for preschoolers while reinforcing the brand’s warmth and accessibility for parents across multiple cities.
