To promote Sony Pictures' latest film adaptation, I led the creative direction for a captivating pop-up installation at Westfield Century City Mall. The activation, which ran for three weeks, immersed fans in the movie's world and provided a visually stunning environment that drove high engagement from both the film's stars and its audience.
I spearheaded the project from concept to completion, delivering a winning creative pitch that secured the opportunity. This pitch involved developing detailed moodboards and multiple presentation decks for Sony and Rapport, shaping the vision, and defining the experience.
Once greenlit, I oversaw all facets of execution:
3D Renders & Visualization – Crafted photorealistic renders to guide design and fabrication.
Production & Fabrication – Partnered closely with production teams to source materials and fabricate immersive elements, ensuring every detail aligned with the aesthetic, including sourcing antiques and managing complex pickups across Southern California.
Talent & Staffing – Recruited and directed a team of creative specialists, including an on-site stylist, to execute the project flawlessly.
Vendor Coordination – Selected floral vendors and orchestrated large-scale flower installations to enhance the visual appeal.
Client Collaboration – Facilitated approvals and ensured all creative elements met Sony's standards, keeping the project on track and within scope.
The result was a spectacular experience that drew fans and industry insiders' praise. Director and lead actor Justin Baldoni described the installation as "spectacular and magical," affirming the project's overwhelming success.
This activation amplified the film's visibility and underscored my ability to lead large-scale, high-impact experiential marketing campaigns.