Creative Lead | Experiential Showroom Design | Franchise Launch Strategy
Served as Creative Lead for the hardline product reveal at New York Toy Fair supporting the theatrical release of Ghostbusters: Afterlife. I conceived and spearheaded the full showroom design, transforming the space into an immersive “backstage” narrative environment that positioned the product line within the world of the film.
From overarching creative concept to spatial storytelling and product integration, I directed the experiential strategy to ensure the environment elevated the toys beyond display — creating a cohesive, cinematic brand moment for buyers, media, and industry partners. The immersive design reinforced franchise storytelling while maximizing product visibility, engagement, and launch impact within a high-profile industry setting.
