As Director of Experiential Marketing, I lead the development and production of the Kiva Confectionery, both at Outside Lands and Hall of Flowers.
The Confectionery executed the first legal sale of cannabis at a major music festival and won a 2020 Clio Award in experiential marketing.
Design by Bobby Redd, fabrication by Kollider Industries.
Geltor was introducing a groundbreaking, plant-based, nature-identical poultry collagen to the market, and wanted a tradeshow booth that could excite potentially skeptical ingredient-buyers.
Working closely with their Creative Director, we came up with a portfolio of concept products that illustrated the benefits of PrimaColl, while also walking visitors through Geltor’s brand story.
This booth was also featured at SynBioBeta/Built With Biology Conference.
Creative director: Erin Kim, product design: John Zelek, fabrication: Nathan Owen. Booth design, production, and flower arrangements by me.
As Experiential Marketing Manager at Soylent, I oversaw the Soylent retail space in DTLA’s Arts District. Our first event was a pop-up cafe to introduce Soylent’s coffee-infused Coffiest drink.
Collaborating with IAMSOUND, we curated a weekend of music, art and conversation. The success of this event lead to future opportunities for the space, including playing host to a secret show featuring DJ sets by Diplo, Bonobo, and Icona Pop.
Retail buildout by Amy Gong. Promotional photos by Rebecca Lemire.
August / November 2016
oh yeah we also designed this retro video game with Kleebtronics, but I’ll have to get into that later.
With their large portfolio of top-shelf cannabis brands, Kiva Sales & Service wanted a Hall of Flowers booth that at once placed their brands at the center, while also ensuring the KSS brand itself would not recede into the shadows.
I worked with Bednark Industries to create an interactive booth that provided each brand both a dedicated space and a rotating feature, and could adapt as KSS grows.
2021/2022
To introduce the new flavors of Petra Mints at Hall of Flowers, Cofounder Kristi Knoblich Palmer and I designed a photo moment with a Petra Mint world you could walk into. Havas Street fabricated and installed the booth.
For the launch of Kiva’s Camino Gummies, which were inspired by the scenic and varied landscapes of the California, we organized a summer-long field marketing tour across up and down the state.
Designed by me and fabricated and produced by Havas Street.
I know these photos just look like a bunch of people crowding around a cube-truck, but the reason they are is pretty cool. HBO’s “Silicon Valley” included Soylent trucks in the season three opening credits. We took it to the next logical step, branded a cube-truck, stocked it with Soylent, and made deliveries to tech companies in the real Silicon Valley. With HBO’s blessing, Josh Brener (who plays Big Head in the show) joined founder Rob Rhinehart in making deliveries to eBay, GoDaddy, and Google’s X.
We also hosted press in an airstream bar.
When the Museum of Ice Cream moved into the building next door to Soylent’s Arts District space, I worked out a collaboration with their founders, converting our backyard into a picnic space for their waiting attendees.
It proved remarkably successful, with plenty of photo shoots, celebrity visits, and product sampling opportunities.
2017.
Cycling Pathways to Mars is a passion project of Buzz Aldrin, detailing his vision for the future of space travel in virtual reality.
The experience was created by 8i in partnership with Soylent, and premiered at SXSW, where Buzz Aldrin discussed the project onstage in conversation with Jeffery Kluger, editor-at-large at TIME and coauthor of “Apollo 13.”
I am proud to have made the small but crucial contribution of introducing the SXSW team to the project and campaigning for its inclusion, ultimately leading to Aldrin being invited to be the keynote speaker of the conference.
Cycling Pathways is available for free download on Steam.
