/ EXPERIENTIAL STRATEGY & DIRECTION /
/ CULTURAL COLLABORATION & ART DIRECTION /
/ ENVIRONMENTAL SYSTEMS & ACTIVATION /

I led a small team to design and execute AT&T’s experiential activation at the Toronto International Film Festival, partnering with a prominent Canadian graffiti artist to ground the campaign in an authentic cultural voice. The venue was reimagined as a gallery, using large-scale murals, motion graphics, and environmental design to articulate the theme “Tell Your Story” across physical and digital touchpoints. From airport arrival through celebrity interviews, the experience unified street art and film culture into a cohesive brand expression.