TikTok: Destination Creation

As the senior art director for a mullet of TikTok activations at VidCon 2024, I was blessed with the ability to go wild (within brand guides) for a TikTok x PanAm-style with a Swiss flair pitch that the client accepted. The goal was to create 2 separate but cohesive activations. The first was the business side: a takeover of the space, inside and out, of conference rooms and give a First Class feel to it. The second was a party, including the same art direction and themes from the workday, and a memorable closeout note for VidCon 2024.

My primary roles included: Logo creation, branding, illustration, experience layout, environmental design, entrance experience, photo moments, premiums, swag, and props, production, large format, install, and of course art direction.

Agency: Mirrored Media

The Business: Anaheim Convention Center

The Challenge + Concept

The concept of Destination Creation was inspired by the vintage and glamorous stylings of 1970’s meets modern luxe air travel. Everyone was a VIP. The challenge was to ensure every detail of the activation felt like the luxuries of an exclusive airport travel experience while still remaining pertinent and engaging to the messaging TikTok wanted to convey. This required deep research into the platforms visual language, trends, and users’ favorite elements and moments. From there, we designed a space that felt like stepping directly into the world of luxury VIP air travel, including elements such as responsive lighting and intermittent intercom announcements.