MTNDEW ALL STAR WEEKEND
Overview
Art directed and lead an immersive experience in the heart of Chi-Town for MTN DEW’s annual NBA All-Star Game activation. The event spotlighted NBA stars, celebrity designers, and host Mouse Jones. From the microsite to the full takeover of Morgan Station and even the train itself, every element was designed to build excitement and seamlessly guide guests through the experience.
Client
MTN DEW
Role
Art Direction, Design
Year
20'
// the digital experience
// the digital experience
Designed and developed the landing page to provide guests with key event info and guide them seamlessly through the space. Oversaw and executed the art direction for all digital elements featured throughout the experience.
Designed and developed the landing page to provide guests with key event info and guide them seamlessly through the space. Oversaw and executed the art direction for all digital elements featured throughout the experience.
// the event
// the event
Chicago became more than the host city. It became the foundation for the entire experience. We concepted the story of Chi-Town by weaving together NBA culture, local identity, and interactive moments into a cohesive brand environment. From immersive environmental graphics to custom activations, every touchpoint was designed to celebrate the city while creating an experience fans wanted to explore.
Chicago became more than the host city. It became the foundation for the entire experience. We concepted the story of Chi-Town by weaving together NBA culture, local identity, and interactive moments into a cohesive brand environment. From immersive environmental graphics to custom activations, every touchpoint was designed to celebrate the city while creating an experience fans wanted to explore.
// taking over morgan station
// taking over morgan station
Transformed the heart of Morgan Station with a series of 8 custom-built OOH boards, infused with the energy of MTN DEW and NBA All-Star. The design system was crafted from the ground up to embody Chicago’s raw spirit, featuring bold rips and tears, vibrant radiating lines, and dynamic textures that reflect the essence of the NBA.
Transformed the heart of Morgan Station with a series of 8 custom-built OOH boards, infused with the energy of MTN DEW and NBA All-Star. The design system was crafted from the ground up to embody Chicago’s raw spirit, featuring bold rips and tears, vibrant radiating lines, and dynamic textures that reflect the essence of the NBA.
// transit takeover
// transit takeover
We transformed two full commuter trains into rolling extensions of the Mountain Dew brand. The challenge was designing a visual system that embraced Mountain Dew's signature sense of controlled chaos while adapting seamlessly to the unique scale, proportions, and production requirements of a full train wrap.
We transformed two full commuter trains into rolling extensions of the Mountain Dew brand. The challenge was designing a visual system that embraced Mountain Dew's signature sense of controlled chaos while adapting seamlessly to the unique scale, proportions, and production requirements of a full train wrap.
// WHAT I LEARNED
Building for live events reinforced the importance of flexibility. The strongest visual systems aren't static. They're designed to adapt across changing moments while remaining unmistakably on-brand.
// WHAT I LEARNED
Building for live events reinforced the importance of flexibility. The strongest visual systems aren't static. They're designed to adapt across changing moments while remaining unmistakably on-brand.