Waymo, Alphabet’s autonomous driving technology company, is pioneering the future of self-driving vehicles. As the first fully autonomous ride-hailing service, Waymo sought to shift public sentiment, increase awareness, and drive engagement for its ridership programs across the U.S. Following a challenging period for the brand, our mission was to reinforce trust in autonomous technology while showcasing the safety, reliability, and innovation behind Waymo’s driverless experience.
ALPHABET: WAYMO
— In partnership with Jack Morton Worldwide & Alphabet Team —
Shaping Public Perception Through Experiential Design
To engage early adopters and skeptics alike, we concepted and designed a series of modular, transportable installations and field assets that brought Waymo’s vision directly to communities. These experiences needed to be impactful yet agile—easily deployed across multiple U.S. cities while maintaining Alphabet’s brand consistency. The goal was to create immersive, educational, and hands-on encounters that allowed the public to engage with Waymo’s technology in an intuitive, reassuring way.
A Nationwide Traveling Experience
Our experiential campaign centered around mobility and adaptability. Working hands-on with design, closely Alphabet brand team and our own internal 3D designer, we helped developed the overall footprint with a focus on showcasing the car alongside sets of sleek, modular structures that could be efficiently packed, transported, and reassembled at various locations.
Each activation provided an opportunity for attendees to learn about Waymo’s safety protocols, interact with the vehicle’s advanced technology, and experience a simulated ride through VR headsets. The installations were designed with flexibility in mind—scalable to fit different event spaces and locations while ensuring maximum engagement.
Creative Leadership & Brand Stewardship
As the hands-on Experiential Creative Director, I worked directly with the Alphabet team, securing approvals and ensuring every aspect of the design adhered to their rigorous brand guidelines, color systems, and tonality. The experiential assets seamlessly aligned with Waymo’s visual identity, reinforcing trust and credibility. This collaboration demanded precision and a deep understanding of Alphabet’s brand ecosystem, requiring close coordination across multiple stakeholders.
RESULTS
Waymo’s Evolution & Lasting Impact
Today, Waymo operates successfully in cities like San Francisco, where it has seamlessly integrated into urban transportation. Having personally experienced a Waymo ride through the steep hills of San Francisco, we can attest to its smooth, intelligent navigation—an incredible testament to the future of autonomous travel. Our experiential campaign played a pivotal role in shifting public perception, allowing tens of thousands to witness firsthand the safety and innovation behind Waymo’s technology.
Through strategic design and immersive storytelling, we helped Waymo regain trust, foster excitement, and solidify its position as the leader in autonomous mobility.
Dataiku Experience
Forrester Data Insights & Strategy data conference
Dataiku empowers organizations to harness the full potential of data science, machine learning, and AI. As they evolved from a startup to an industry leader, they recognized the need for an elevated brand experience—one that reflected their cutting-edge technology while maintaining warmth and approachability. Partnering with Jack Morton, we led the creative direction alongside a 3D designer to transform Dataiku’s booth design into an immersive, organic, and dynamic environment that resonated with their audience.
Beyond the Booth: Designing a Data-Driven Experience
Our mission was to craft a space that did more than showcase technology—it needed to invite interaction, spark curiosity, and foster meaningful engagement. We focused on key experiential pillars:
Elevating the Brand – Moving away from a purely startup aesthetic, we introduced refined, sophisticated design elements that positioned Dataiku as a leader in the AI and data space.
Warmth Meets Innovation – Blending organic textures with their signature aqua blue and high-tech screens, we softened the typical tech booth look, creating an inviting atmosphere that encouraged conversation and connection.
Interactive Storytelling – Inspired by the concept that every dataset tells a story, we integrated dynamic lighting that functioned as both a conversation piece and an art installation, along with fluid design elements and layered visuals that visually represented data in motion.
Engagement-Driven Layout – The booth design facilitated both group interactions and intimate one-on-one conversations, ensuring a seamless flow for demos, presentations, and personalized discussions.
Throughout the design process, we explored multiple iterations on a 20x20’ fooprint. Each pushing the boundaries of how Dataiku’s brand could be brought to life in a physical space. From sculptural light installations to organic, layered structures inspired by their logo’s nod to nature, every concept was rooted in creating a seamless blend of technology and warmth. Ultimately, due to budget considerations, the final execution was streamlined, but the core vision remained intact—delivering an elevated, engaging, and thoughtfully designed space that fostered meaningful interactions.
RESULTS
Enhanced Brand Presence – Dataiku’s booth transitioned from a startup aesthetic to a polished, sophisticated experience, reinforcing their position as an industry leader.
Increased Engagement – The thoughtful layout and interactive storytelling elements encouraged more meaningful conversations, driving higher foot traffic and deeper connections with attendees.
Seamless Integration of Core Brand Values – Despite a streamlined execution, the final design successfully balanced Dataiku’s tech-forward identity with an inviting, human-centric atmosphere.
Positive Reception – Attendees responded enthusiastically to the space, with many noting its innovative yet approachable design.
NYU Langone Launch Event
— In partnership with Jack Morton Worldwide, NYU Langone —
NYU Langone Health is a world-class academic medical center, continually pushing the boundaries of healthcare innovation. To celebrate the historic transformation of its main campus with the completion of the Helen L. and Martin S. Kimmel Pavilion, Hassenfeld Children’s Hospital—34th Street, and the Science Building, NYU Langone sought an immersive launch event that would inspire donors, engage stakeholders, and solidify its position as a leader in medical excellence.
A Celebration of Transformation and Commitment
The multi-day event needed to be more than just a ribbon-cutting—it had to be a testament to NYU Langone’s vision for the future. We led hands-on creative direction for the entire event, designing a cohesive visual experience that seamlessly integrated NYU Langone’s signature branding across every touchpoint. From environmental graphics to wayfinding systems, interactive installations, and immersive storytelling elements, every detail was crafted to reinforce the institution’s mission and inspire generosity.
Branded Spaces That Immersed Attendees in the Vision
Working across multiple spaces, we designed a comprehensive brand ecosystem that transformed the hospital and event spaces into a fully immersive experience. This included:
Living Green Walls & Branded Interiors: Stunning botanical installations featuring NYU Langone’s signature logo and purple palette, enhancing the ambiance and reinforcing the theme of renewal and transformation.
Wayfinding & Environmental Graphics: Custom-designed signage, wayfinding and directional signage, column, stair and elevator designs with inspiring slogans from the night, all guided guests effortlessly through the event.
Stage & Presentation Design: Engaging speaker panel setups, digital visuals, presentations and event invitations, that communicated the impact of the new facilities.
Kimmel Pavilion Celebration: A grand dinner event featuring bespoke menu designs, custom-branded napkins, and experiential elements that underscored the milestone achievement.
Guided & Self-Guided Tours: A thoughtfully designed experience that allowed guests to explore the new state-of-the-art hospital spaces, reinforcing NYU Langone’s commitment to patient-centered care.
RESULTS
This event was designed not only to celebrate but also to inspire. With thousands of high-profile donors, board members, and thought leaders in attendance, the experience needed to instill confidence in NYU Langone’s future while securing major philanthropic contributions. The results were undeniable:
✅ Record-breaking donations supporting future medical innovation over 2 days
✅ Increased visibility and media coverage for NYU Langone’s expansion
✅ A lasting impression on attendees, reinforcing institutional pride
Through strategic experiential design, we transformed NYU Langone’s milestone moment into an unforgettable, immersive celebration—one that honored its past, celebrated its present, and propelled its vision for the future.