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CREATIVE DIRECTION
GRAPHIC DESIGN
EXPERIENTIAL DESIGN & INSTALLATION
PRODUCTION
TALENT GREETER
CONTENT CAPTURE
For TikTok’s first-ever music concert in Mesa, Arizona, we designed a custom backstage experience for key talent. Together, our team concepted an interactive game moment that surprised, delighted, challenged, and rewarded—ensuring every guest walked away with something personal and unforgettable. A truly one-of-one experience, made for the moment.
We were provided with little square footage, zero foot traffic, and half of a tent, yet we maxed it out into an interactive gamified experience. The goal was to stay as on-brand as possible by integrating the festival's look and feel with culturally relevant "IYKYK" platform references.
THE ASK
THE ACTIVATION
Together with graphic designers, experiential artists, an event producer, and a content creator, I was able to bring the tone of TikTok to life, complete with a customized feature wall, claw machine, and prizes. We even developed a GIPHY sticker pack to bring the energy and excitement of "In The Mix" and our activation to Stories.
THE EXPERIENCE
Guests entered the activation and were invited to choose a “This or That” button, nodding to a popular TikTok trend. Each button triggered TikTok’s signature voice, calling out either “claw” or “quiz.” Claw players tried their luck at a branded machine filled with disco balls, with prize tiers determined by the color they pulled. Quiz players tested their music knowledge, earning rewards based on their score. And for those who didn’t win, we leaned into humor with a “trash can” of consolation prizes — from playful throwaways to a literal tiny violin.
QUIZ
CLAW
CUSTOM PRIZES
The prizes were where the fun really came to life. I got hands-on, bedazzling the microphone and designing the record player selected by Peso Pluma, alongside custom commissions from local artists — from TikTok nail art to bedazzled bubble slides so popular we had to reorder. The mix ranged from high-ticket moments like Bad Bunny–inspired heart-shaped YSL glasses to $5 beauty-store hair clips inspired by Drake. The surprise crowd favorite? A simple bag of Asian snacks, chosen by Charlie Puth and Anitta. Turns out, the trailers were a little light on treats.
The activation earned major impressions and reposts, drawing smiles from headlining talent, influencers, and even our clients. Kaliii was obsessed with her full-body shark onesie, and LU KALA wore her bubble slides post-performance while greeting the paparazzi alongside Cardi B. I even jumped in as a last-minute talent greeter—channeling my inner theater kid to make sure every guest felt hyped, welcomed, and left with a memorable experience.
