.png){kind=logo}
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 given little square footage, no foot traffic, half of a tent and yet we maxed it out into an interactive gamified experience. The goal was to stay on brand as possible, integrating the festival's look and feel as well as culturally relevant "IYKYK" TikTok references .
THE ASK
THE ACTIVATION
Together with graphic designers, experiential artists, an event producer and content creator, I was able to bring the vibe and style and 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 prompted to choose a button labeled “This or That”—a nod to a popular trend on the platform. Each button triggered the signature TikTok voice, saying either “claw” or “quiz.” Those who landed on claw played a branded machine filled with disco balls; the color they pulled determined their prize tier. Quiz players tested their music knowledge, with rewards scaled to how many answers they got right. And for those who didn’t win? They picked from our “trash can” of consolation prizes—featuring everything from quirky throwaways to a literal tiny violin.
QUIZ
CLAW
CUSTOM PRIZES
The prizes were the fun part. I got hands on bedazzling the microphone and designing the record player selected by Peso Pluma. We also had custom commissions crafted by local artists, from TikTok nail art to bedazzled bubble slides that were so popular we had to get additional ones made. We had high priced items like Bad Bunny-inspired heart shaped YSL glasses as well as $5 beauty store hair clips inspired by Drake. The unexpected crowd favorite? A bag of Asian snacks—chosen by both 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.
