Role: Senior Creative / Art Director
Scope: Multi-channel brand activation (US market)
Output: Experiential, retail environment, product interaction, campaign rollout

I worked as part of the creative team delivering the BADALADA activation in New York, defining the spatial flow and designing how audiences engaged with the product throughout the experience.

I developed the flow of the environment, shaping how visitors moved through the space and encountered different moments of interaction. This ensured the experience felt intuitive, engaging and easy to navigate within a high-energy retail setting.

I also designed key educational touchpoints and product displays, translating product benefits into physical interactions. Rather than relying on static information, these moments encouraged exploration, allowing visitors to engage with the brand in a more natural and immersive way.

The approach focused on making product understanding immediate and accessible, balancing high-impact visual presence with clear communication across the space.

The result was an activation that combined bold brand expression with intuitive product storytelling, creating an experience that felt both engaging and easy to understand at scale.