My Experiential Work

My experiential work sits at the intersection of technology, storytelling, and human participation—designed to transform audiences from passive viewers into active collaborators. Across global brands such as PlayStation, Sony, Meta, Mattel, and Boost Mobile,

I’ve led the conception and delivery of large-scale experiential campaigns that blend live events, real-time digital interaction, gaming mechanics, and emerging platforms including VR and AR. These projects were not only built to captivate, but to scale—often reaching tens of millions of participants within hours or days.From record-breaking interactive activations to pioneering first-of-their-kind VR experiences, my role consistently bridged creative vision, technical execution, and operational rigor. I specialize in orchestrating cross-functional teams—creative, engineering, production, and marketing—to deliver experiences that are culturally resonant, technically ambitious, and measurably successful. The following projects represent moments where innovation, risk, and craft converged to redefine what experiential marketing could be.

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Shoot My Truck: ARG Arcade Sony Playstation

The 2012 Twisted Metal

"Shoot My Truck" event was a groundbreaking, two-day viral marketing campaign allowing users to remotely control an

M249cap M 249, 𝑀249-SAW machine gun via a website to destroy a real-life Sweet Tooth ice cream truck in the desert. It featured over 100,000 participants and culminated in the truck's explosion, heavily promoting the PS3 game's chaotic theme.

Key Aspects of the Event:

Concept: A live-action, interactive destruction derby aimed at generating buzz for the Twisted Metal reboot.
Technology: An

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𝑀249-SAW machine gun was connected to a computer, allowing internet users to fire at the truck.
Visuals: The event was streamed online, often featuring a Call of Duty-style camera view of the destruction.
Reception: While viewed as a "legal minefield" by planners, it was considered a successful, high-risk promotion that matched the game's violent, vehicular combat style.
Outcome: The event successfully drove massive engagement, with over 1 million views in one day, according to marketing reports.

VR Experience: BoostMobile WhereYouAt

Boost Mobile, in partnership with Samsung, implemented an experiential marketing campaign using VR bus shelters to allow pedestrians to try VR headsets in public spaces. These specially designed shelters featured custom security frames for secure, on-site, in-person testing, creating immersive brand experiences rather than just traditional ads.

Key Aspects of the Boost Mobile VR Experience

Immersive Marketing: The campaign, titled 'VR TSA' and created with agency Schiefer Chopshop in 2016, focused on experiential technology, showcasing interactive content to passersby.
Security & Design: Engineers designed specialized, secure frames to allow pedestrians to try the VR headsets safely, making it a functional trial in a high-traffic area.
Brand Integration: The bus shelters often functioned as a mini-showcase, blending the immersive, futuristic feel of VR with product demonstrations and brand ambassador engagement.
Hyperlocal Focus: Boost Mobile frequently utilizes bus stop shelters for targeted, hyperlocal ads near their physical retail locations to drive traffic.

This approach transforms the traditional, static bus stop advertisement into an engaging, interactive experience, aiming to connect with consumers in a memorable way.

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VR Art Exhibit: Amsterdam/ NoWhere

The rise and fall of empires is a techno & art festival in the physical space, mirrored into Metaverse In Amsterdam, on June 11th we will host an event that stretches borders of experience. For participants who are not able to attend in person, please join us to experience all the art, books, demos, and music virtually! A projection of the online experience will be displayed inside the real life space while the real world event will be streamed into the digital space of the Metaverse. Inside this 3D rendering of the Bunker, you also will be able to access NFT copies of all materials and music that are launching during this event.

Little Big Planet: World Record Event Sony Playstation

In January 2011, an event was held to celebrate the launch of LittleBigPlanet 2 during which a team of three core gamers set five Guinness World Records, not seven. The three-day live event, which was streamed online, took place at the Sony Style PlayStation Lounge in New York City.

Records Achieved

The five Guinness World Records set during the "LittleBigWorld Record" event were:

Longest marathon playing LittleBigPlanet 2 (achieved a time of 50 hours and 1 minute).
Longest marathon playing a platform video game.
Most video game genres played in one video game in 24 hours (LittleBigPlanet 2 was recognized for having the "Most gaming genres in one video game" overall).
Most user-generated video game levels played in 24 hours.
Most user-generated video game levels played in a video game marathon (the game holds a general record for having the "Most player-created levels in a videogame" overall, with millions made by fans).

California Bare Stare

This Campbell Ewald launched a campaign for Energy Upgrade California seeking to end “drought shaming” and promote water conservation in California.is your Project description. Provide a brief summary to help visitors understand the context and background of your work. Click on "Edit Text" or double click on the text box to start.

“We want to inspire Californians to constructively share water and energy saving tips with friends, family and neighbors, rather than just stare or ‘drought shame’ them,” Campbell Ewald associate planning director Chris Marchegiani explained to MediaPost. “Bear loves California and knows that Energy Upgrade California can help everyone play their part in protecting the way of life we love, or as he would say, to ‘Stay Golden.”

District 9 : AR Game

Created the first augmented reality (AR) experience for Sony Pictures Entertainment’s film launch of District 9. We developed the District 9 MNU Alert game, an action game that provides two modes of gameplay that allow players to get into the action and storyline of the film. The proprietary game engine includes explorable interior environments created from original illustrations, 3D models, animations, sound design, and music from the film. We also launched a website dedicated to the film’s story and content, which allowed users to wander through the world of aliens and humans. And, we developed the Multinational United Training Simulation, which was an AR experience told from the point of view of an MNU officer who can train users to go into the field and deal with unruly aliens.

400 UHURU Rising: Theatrical Play

400 Uhuru Rising - A Musical Journey To Freedom has become one of the top acts in the 2026 Arts and Theater world, delighting fans with a one-of-a-kind show. The play commemorating the 400 years of African American experiences from 1619-2019

META: Horizon Workplace Launch

Meta Horizon Workrooms is a free virtual reality (VR) collaboration platform from Meta that lets teams meet and work together in shared virtual spaces, blending real-world desks and computers with immersive environments for brainstorming, presentations, and tasks, accessible via Meta Quest 2, Quest Pro, or Quest 3 headsets, with features like spatial audio, virtual whiteboards, screen sharing, and mixed reality passthrough for keyboard tracking.