What do you do when a 175-year-old brand wants to connect with a new, younger audience? You take them to the Summer X-Games—and then the Winter X-Games. With a plot of land to fully activate, we created an immersive experience where attendees could sample free products, chat with a certified dermatologist, and, for a lucky few, meet skateboarding legend Nyjah Huston or snowboarding phenom Zeb Powell.
Under tight timelines, I led a team of creatives to ensure Thayers’ presence was impossible to miss—on the ground, in the air, and throughout the course. Every detail was designed to leave a lasting impression, from bold branding to seamless logistics. And it worked. Consumers walked away with a record number of samples, and Thayers cemented its connection with a new generation.
Curious to hear more? Ask me about being offered a job to help with the next week’s event—thanks to the long lines outside our activation.
Under tight timelines, I led a team of creatives to ensure Thayers’ presence was impossible to miss—on the ground, in the air, and throughout the course. Every detail was designed to leave a lasting impression, from bold branding to seamless logistics. And it worked. Consumers walked away with a record number of samples, and Thayers cemented its connection with a new generation.
Curious to hear more? Ask me about being offered a job to help with the next week’s event—thanks to the long lines outside our activation.
Summer X-Games
Winter X-Games
