A very Ava festival: unhinged and over-the-top

As the senior designer behind the Abbott Elementary AvaFest activation at San Diego Comic-Con 2024, I had the unique opportunity to translate the humor and charm of this beloved TV series into an immersive, physical experience for fans. The goal was to create an activation that not only celebrated the show’s quirky essence but also engaged Comic-Con attendees in memorable and interactive ways.

Guests found a variety of rides and attractions inspired by the Emmy-winning series season 3, including Mr. Johnson’s “Closet of Curiosities”, Gregory’s “Garden Goofballs”, and the Principal Ava-inspired swing ride “Finest One in, First One Out”. Additional fun includes Barbara’s “Blessed and Pressed” for customized patch-adorned premiums, Melissa’s “MVP Showdown” water shooter game, Janine’s “Reach for the Stars” strength challenge, and “Splash Class”, a dunk tank experience inspired by the venerable Mr. Hill.

To set the atmosphere, the Philadelphia Eagles Drumline performed hourly, and a festival playlist was curated by Questlove from The Roots, and Ava’s fictional former bandmate.

The activation celebrated the quirky humor and heartwarming spirit of "Abbott Elementary," cementing its place as a beloved fan-favorite at Comic-Con 2024, and winning several awards.

The Challenge + Concept

The concept of AvaFest was inspired by the dynamic and over-the-top personality of Abbott Elementary’s principal, Ava Coleman. The challenge was to ensure every detail of the activation reflected her bold, humorous style while staying true to the show’s overall aesthetic. This required deep research into the show’s visual language, iconic moments, and fan-favorite elements. From there, we designed a space that felt like stepping directly into the world of Abbott Elementary.

A beautiful view with some sweet treats

And some familiar faces

Conclusion + Reflection

Designing the AvaFest activation required a blend of creative vision, technical execution, a talented team, and a deep understanding of the source material and extensive research. The positive feedback from both fans and the Abbott Elementary team reinforced the power of thoughtful design in creating unforgettable experiences.

This project stands as a testament of ability to craft immersive environments that resonate with audiences, combining storytelling, design, and interactive elements to leave a lasting impression.

All images are property of Creative Riff. All characters represented are owned and trademarked by Disney, ABC, and their subsidiaries.