For Curaleaf’s experiential golf activation in Arizona, I led the creative process from initial concept through execution, delivering a visually captivating and interactive experience that highlighted the company’s flagship brands, Select and Find Cannabis.
The project began with a comprehensive discovery session to align on objectives and present our capabilities. As a repeat client, Select trusted our ability to create bold, memorable activations that seamlessly blended aesthetics with brand storytelling.
The design phase involved crafting custom golf courses that integrated life-size products and packaging as playful obstacles, complemented by lush live plants to elevate the overall experience. The event’s centerpiece was a standout feature – a dynamic hedge wall installation with “oil” dripping from its surface, creating a unique and highly photographable moment.
Key contributions:
Client Engagement & Pitching – Led client presentations, crafting and delivering pitch decks that secured the project.
Creative Development – Designed foundational 2D layouts and collaborated with a hired 3D designer to bring the concept to life through multiple iterations and revisions.
Production Oversight – Partnered with the production team to ensure quality control, making enhancements and refinements throughout the process.
On-Site Experience Design – Developed the full event experience, including a series of immersive, brand-centric photo moments.
Marketing Copy – Authored engaging on-site marketing copy to reinforce brand messaging and enhance guest engagement.
The immersive golf experience was a resounding success, praised by Curaleaf for its creativity and ability to capture the beauty and spirit of Arizona while providing a fun and unforgettable brand interaction. This project exemplifies my ability to merge interactive design with brand storytelling, crafting experiences that leave a lasting impact.