ENTER THE 12 FLAVORS

Wingstop's real product isn't chicken. It's the argument you have with yourself before you order. Twelve flavors, twelve distinct identities, twelve positions on a spectrum of heat and preference and loyalty. Wu-Tang Clan built a mythology on exactly the same structure.

Enter the 12 Flavors translated that cultural parallel into a physical experience. An immersive pop-up installation where guests moved through twelve stylized chambers, each built around a single Wingstop flavor interpreted through Wu-Tang's visual and sonic universe. Lighting, texture, sound, motion. Tastings embedded into the journey. Flavor worlds you walked through instead of chose from a menu.

The concept worked because it didn't force the partnership. It found the logic that was already there and let it breathe.

Wingstop / Immersive Brand Experience

THE BARGE

Heinz Field became Acrisure Field overnight. Twenty-one years of brand equity, gone with a press release. Kraft Heinz came looking for a response.

The answer wasn't a campaign. It was a barge.

Every NFL broadcast opens with the aerial. The city from above, the stadium, the river. Pittsburgh's geography makes that shot iconic. The idea was simple: anchor a barge in the Allegheny with a giant inflatable Heinz bottle and dye the water red. No media buy. No copy. No explanation needed. Just Heinz, visible from every camera in the sky, on every broadcast, for the entire season.

They didn't need the sign. They never did.

Kraft Heinz / PR Stunt Concept

The walk into a concert is already charged. You can feel it before you see the stage. Most brands treat that moment as hallway. This concept treated it as the opening act.

The Citi Music Tunnel was a passageway where live audio drove everything. Music triggered reactive light compositions in real time. Sound waves reshaped the environment as the set changed. The space pulsed with the rhythm of the performance, and walking through it wasn't neutral. Entry became escalation.

For a brand built on access, owning the threshold made more sense than owning a logo placement inside.

Citi / AI Immersive Experience

CITI MUSIC TUNNEL

BATISTE AUTOMAT

Dry shampoo is a product people grab. The Automat made it something people wanted to find.

Inspired by the classic vending machine and redesigned as a theatrical moment, the Batiste Automat reframed product discovery as play. Guests approached a visually striking, brand-forward installation. Product variants were displayed as selections rather than inventory. Interactions triggered unexpected sensory responses. The act of choosing became part of the experience.

Retail doesn't have to be transactional. Sometimes the shelf itself can be the campaign.

Batiste / Retail Activation

FUNEXPECTED DMV

Nobody goes to the DMV. They endure it. The emotional vocabulary of that space, before you even walk in, is resignation.

FUNEXPECTED DMV didn't try to redesign the system. It redesigned how the system feels. Jell-O served as the disarming agent. Playful, nostalgic, impossible to take seriously. Familiar institutional cues gave way to warmth and color. Waiting became interaction. Humor reframed frustration, and surprise altered the perception of time.

The insight wasn't about Jell-O. It was about what happens when an unexpected brand shows up in a place that has never once been interesting.

Jell-O / Environmental Reframe

ONLY TACOS

This one required nerve, which is exactly why it was the right idea for Taco Bell.

OnlyTacos reimagined Taco Bell as a platform-native content experience where food became the spectacle. Seductive macro food cinematography. Celebrity and chef-driven creations. Fan-generated taco builds. A tone that balanced parody, appetite appeal, and cultural mischief without explaining the joke.

The brand has always known how to occupy uncomfortable space with confidence. This gave it a new room to own.

Taco Bell / Platform & Cultural Concept

A TASTE OF ANYWHERE

Costco is defined by the opposite of everything Citi stands for, which is exactly what made this interesting.

A Taste of Anywhere proposed a hidden Citi cardholder dining experience embedded inside a Costco. Guests entered through a familiar retail backdrop. The environment transitioned into something refined, unexpected, and entirely at odds with where they were standing five seconds earlier. Familiarity gave way to contrast. The meal became both reward and proof point.

Citi's positioning is access. This made access feel like a secret.

Citi / Costco / Dining Experience

CREATORS IN RESIDENCE

Streaming culture doesn't reward rest. It rewards presence, output, and the appearance of effortlessness. Burnout is the cost everyone accepts and nobody talks about.

Logitech makes the tools creators perform with. Creators in Residence proposed that the brand could also be the one that gives them permission to stop.

A branded Airstream installation at TwitchCon, designed as a decompression space for invited creators. Calm acoustics, ergonomic recovery, guided sensory reset. Not a product showcase. A residency. The contrast with the surrounding show floor was the entire point.

Performance is sustainable or it isn't. This concept asked Logitech to stand for the long game.

Logitech / TwitchCon

CITI SKY SUITE

Formula 1 hospitality is an arms race where everyone ends up building the same suite. Premium, trackside, forgettable.

Citi Sky Suite put the hospitality in the air. A branded zeppelin floating above the Grand Prix. Unobstructed aerial race views. A lounge in constant motion. A brand expression visible across the entire circuit rather than competing with twenty others at ground level.

The idea wasn't about luxury. It was about position. When your brand is built on elevation, the highest point in the room shouldn't be a metaphor.

Citi / Formula 1 / Experiential Concept

FREEDOM LOST

Most people understand the First Amendment as a legal framework. This concept asked what it feels like when it's gone.

Freedom Lost was an immersive installation built around slow realization. Guests moved through a linear corridor where each of the five First Amendment freedoms was clearly represented, and deliberately denied. Speech appeared possible but couldn't be expressed. Information was visible but inaccessible. Collective action was implied but prevented.

Nothing in the space was loud. The work happened in the gap between what you expected and what you were allowed. That gap is where the idea lives.

FREEDOM FORUM / Conceptual Installation