Team: Google
Location: New York, Fall 2019
Project: Google Stages was a product of Google Ads Marketing and YouTube Ads Marketing coming together to strengthen their agency partnerships and give agency partners a platform on which to tell their message to their partners. We hosted seven events in the space over the span of three days achieving footfall totaling roughly 1,400 attendees and surpassing hopes for the first year the event has been tested.
Events held in the space included performances by YouTube creators, talks from Google & YouTube executives, workshops and catered receptions.
Role: Executive Producer overseeing all production, creative and event programming
Team: Google
Location: San Francisco, 2019
Project: Google Marketing Live is the biggest marketing event in the world for the business. The conference targets industry leaders from major brands and ad agencies and this year saw attendance surpass 7,000 people over two days, roughly double the attendance from 2018.
The production of the event can be broken down into four main parts, the Keynote Stage, the 5 Breakout Stages, the interactive “Sandbox Space,” and ancillary events which took place offsite.
Role: Lead Producer (brand-side) for Breakout Stages and Ancillary Events
Team: SET Creative
Client: Google
Location: Chicago / NYC, 2018
Project: Google, in an effort to better position itself as a device (Hardware) company and not just as a digital platform, worked with SET Creative to create the Google Hardware Store in Chicago and in New York.
SET Creative was tasked with designing and building out the two stores from the drywall down to the shelving bolts and everything in between. Once complete, the stores provided a place for consumers to come use Google’s hardware including the Google Pixel Phone and Home Hub, and to learn about the features that set them apart.
Highlights in the space included a real-life treehouse within the space, with full smart-home functionality, as well as a motion-activated photo moment that was produced by Deep Local.
Role: Lead Project Manager (Chicago) - Managed the client relationship, production vendors, architect, contractors, permitting, budget, timeline and install
Team: SET Creative
Client: Nike
Location: New York, 2018
Project: For the release of the latest line of Air Force 1, Nike tasked SET Creative with executing a takeover of the Nike SoHo store in celebration of the new line. With tight deadlines and a narrow window provided for install the project was no walk in the park, but the biggest curveball was figuring out how to get a full size forklift in the store and ensuring that engineers could guarantee the the path of travel through the front doors.
Role: Senior Project Manager - Managed 3D production vendors and onsite installation
Team: VICE Media
Client: Uber
Location: Jakarta, Indonesia, 2017
Project: Uber is one of the biggest names in ride-sharing in the US, but in 2017 Uber represented less than 10% of the market in Indonesia. They were struggling to build their reputation in the region and grow market share against the locally born competitors like Go-Jek and Grab.
In order to build relevance and make Indonesian’s feel like Uber was more than just a foreign competitor, we at VICE worked with Uber to develop a co-branded campaign to show Indonesia’s youth that Uber understands the local urban scene.
We produced a 4 part docu-series for Uber, hosted on a co-branded page within VICE.com. Each of the 4 videos served as a city guide for a different neighborhood within Jakarta, with a focus on lesser known destinations and local legends. These videos and the editorial articles that accompanied them were produced, shot and written entirely in-house at our VICE Media office in Jakarta.
Role: Commercial Director - Oversaw account management team, production team and managed client relationship
Team: SET Creative
Client: Nike
Location: Amsterdam, 2016
Project: Nike's idea of the Olympics Clubhouse was conceived as a way to build hype around Nike's latest footwear technology and publicly send off their sponsored Olympic Track athletes with their running uniforms for the Rio Olympics. SET Creative was tasked with planning the consumer journey, designing the space and producing it. The most challenging and exciting aspect of the project was a ferrofluid installation in the middle of the space which leveraged the magnetic fluid to create undulating spikes underneath the footwear.
Role: Lead Project Manager - Managed the client relationship, production vendors, budget, timeline and coordinated our internal creative team.
Team: SET Creative
Client: Weiden and Kennedy
Location: SoHo, NYC - 2015
Project: The Sprite Corner was produced by SET NYC as a part of Wieden and Kennedy’s Sprite campaign with the aim of aligning the beverage brand with hip-hop culture. The space appeared from the exterior as a typical bodega, but inside was a VIP-access-only concert venue. Over the 2 months that the space existed, performances included Nas, Vince Staples, and celebrity chef Eddie Huang.
Role: Lead Project Manager - Managed agency relationship with Weiden and Kennedy, project timeline, budget, production management and coordination of city permitting
Team: SET Creative
Client: NIKE
Location: London - 2016
Project: SET was brought in by the Nike UK sportswear team to concept, design and produce the London AirMax Day 2016 activation. The activation included four retail locations, with NikeTown serving as the focal point. To celebrate the big day, we set up a Matrix style bullet-time photo booth with 36 DSLR cameras.
Role: Lead Project Manager - Management of client relationship, creative team coordination, and production vendors, along with budget, timeline and install oversight
Team: SET Creative
Client: NIKE
Location: Madison Square Garden, NYC - 2015
Project: SET Creative was brought in by Nike to take over New York City with a basketball campaign to celebrate All Star Weekend. The campaign included activations in 26 locations with Madison Square Garden serving as the epicenter. For one month, the empty space adjacent to the stadium was transformed into a huge temple to all that is Nike, along with one-of-a-kind Nike inspired artwork and personalization services.
Role: Project Manager - One of three project managers tasked with managing the client relationship, the production vendors, timeline, budget and installation oversight
Team: Axiom Custom Products for SET Creative
Client: NIKE
Location: Chicago - 2014
Project: Axiom Custom Products was brought in by SET Creative to produce a retail experience for Nike's World Basketball Festival Campaign in Chicago. Our team was tasked with producing, shipping and installing an entire pop-up retail experience in just 11 days.
Role: Lead Project Manager - Responsible for client relationship, management of internal fabricators, budget, scheduling, and install oversight
Team: SET Creative
Client: Waldorf Astoria, Hilton
Location: New York - 2015
Project: SET Creative was asked to work with Hilton's PR team, HL Group, to help the Waldorf Astoria re-align its image with its strong culinary history. In response SET and HL Group hosted an international chef competition at the Waldorf NYC, where Waldorf chefs from around the world were paired with famous chefs to compete in front of an audience of media and industry professionals.
Role: Project Manager - Responsible for management of vendors and budget
Team: Accelerated Development
Client: Ristretto Roasters
Location: Portland - 2013
Project: Accelerated Development was brought in to convert a freshly built retail space into a beautiful coffee shop. This required running full Mechanical, Electric, Plumbing in the space in addition to designing and building out the interior
Role: Project Manager - Responsible for client relationship, management of tradespeople, internal fabricators, budget and scheduling
