As VP of Creative Services with MKTG, my team and I created one of the most talked about experiences at the SXSW Festival, The Gatorade Fuel Lab. The Lab showcased the latest in sports fuel innovation through an immersive experience that showcased how Gatorade is combining new data about performance, nutrition and biomechanics.

My Role, among other things:
• Brand, Product & Campaign Messaging/Copy Writing
• Brand Strategy & Experience Design
• Campaign Design & Creative Execution
• Video Scripting, Storyboards & Production

In addition to the customer journey, engineering the design of the exhibit, and building each unique structure, our crew partnered with Dimentional Worldwide to produce custom fabric graphics and installed the exhibit on onsite.

The result was a multi-room, interactive experience where attendees had the opportunity to design custom bottle caps and drink formulas that were tailored to their specific workout needs. Generating substantial buzz, The Lab was named one of the best and most influential brand experiences at SXSW.