Engagement

Video, interactive installations, environmental décor, and curated booths are more than just design elements—they’re powerful storytelling tools that position brands, evoke emotion, and transport audiences into entirely new experiences of place, purpose, and understanding. These immersive visual mediums serve as gateways, inviting people to step into the brand’s world and engage on a deeper, more intuitive level. By tapping into the audience’s innate curiosity and playful nature, I encourage exploration, experimentation, and discovery—critical components for meaningful brand interaction.




Concept drawings by on-staff artist.

— PROJECT NAME

Best Buy Health,

RFP Response


— MY ROLE

Strategy, "Home" Concept

Creative Direction

Journey Mapping

Client Presentation

Best Buy wanted to explore how their strong position in consumer electronics could translate into healthcare, particularly around preventive care. I led a team of brand strategists and designers to

develop a concept of Best Buy as both a physical and digital ‘home’ for

consumers’ health.


We designed a framework where a person’s health issues could be monitored and supported through that ‘home,’ and where doctors,

insurers, and institutions could plug in their products and services. I created the storytelling assets that made this vision clear and compelling for leadership and potential partners.


The result was a narrative that positioned Best Buy to expand into a multi-billion-dollar healthcare space. The concept directly informed early conversations with healthcare providers and insurers, and it laid the groundwork for initiatives like Best Buy Health by showing how

the brand could move beyond retail into long-term preventive care

relationships.


— PROJECT NAME

Minnesota Vikings


— MY ROLE

Strategy

Creative Direction

Journey Mapping

Visualization

Integration with suite video

A year before the new Minnesota Vikings stadium was completed, the team needed to sell premium suites and tickets quickly. I led a team of artists supporting interior designers to create life-sized suite visualizations and location-accurate panoramas for the interactive sales center.


We calculated the exact focal length from seat to field and even placed players on the field to show buyers exactly what their view would be. These panoramas were displayed on giant LED screens, letting potential ticket holders experience the stadium as if it were finished.


The results were impressive: premium suites sold out in just three months, and regular seating also sold out well ahead of expectations. The project gave the sales team a powerful immersive tool that increased buyer confidence and accelerated sales, while setting a new standard for stadium visualization.


For further details: HKS Architects' New Viking Stadium Innovation

— PROJECT NAME

AT&T Plaza Sponsorship Concepts


— MY ROLE

Concept

Creative Direction

Visualization

At AT&T Cowboys Stadium, the end-zone platforms offered incredible field and skyline views, making them prime spaces for brand activations. I worked with architectural designers to create immersive touchpoints and branded experiences along the fan journey to these areas.


We developed concepts like animating AT&T’s spherical logo on the stadium roof to draw fans to the north platform and created the Dr Pepper ‘Star Bar,’ where fans could enjoy products while interacting with the stadium ribbon board, which celebrated Cowboys’ scores

with lights and sound.


The result was increased fan engagement and dwell time in sponsor areas, stronger brand activation ROI, and a blueprint for immersive, interactive stadium experiences that tied product experiences directly to key moments on the field.




A 360-degree display screen, layered interactive panels delivers warm welcomes and personalized messages in the XC lobby.

Concept drawing by on-staff artist.

Over-sized truck grills from different product lines form the cover for closet space, allowing clients to store/charge personal items, and receive personalized tokens. Concept drawing by on-staff artist.

Completely immersing multiple audience members within a story, this life-size simulator and theatrical surround screen supply the true feeling and haptics of traveling at highway speeds. Concept drawing by on-staff artist.

Utilizing the tactile, personalized token (truck or bulldog), visitors can initiate and engage with the unique product story. Concept drawing by on-staff artist.

— PROJECT NAME

MACK Trucks


— MY ROLE

Concept

Message Flow

Journey Mapping

Creative Direction

Client Presentation


Mack Trucks wanted to reimagine their Customer Experience Center to create immersive, interactive exhibits that would wow visitors and tell their brand story. I led the creative development of a visitor journey designed to engage both individual drivers and fleet owners, building emotional connection and confidence in Mack Trucks as a partner.


We mapped out a series of interactive stops, each tailored to the audience’s specific needs, combining hands-on experiences with

storytelling and technology to showcase the brand’s capabilities.


All design thinking was geared to dramatically increase visitor dwell time, accelerate fleet sales and increase customer satisfaction among long-haul drivers.




Not only did the bridge connect both halves of the Epic site, it acted as an experiential entry portal and Instagram moment.

On a sunny day, the Dichronic glass would cast colors on the bridge that changed with different lighting conditions as the sun rose and fell during the day.

At night, the bridge came alive with a rainbow of color that could be seen throughout the site.

— PROJECT NAME

Epic landscape bridge


— MY ROLE

Design Direction

Client Presentation

At the Grand Prairie Epic mixed-use site, the layout straddled a gulley, making visitor circulation challenging. I led the creative team in designing an experiential portal/bridge that solved this issue while creating a memorable destination.


We used Dichroic glass so the colors shifted throughout the day as the sun moved, and incorporated curved LED-lit elements to make the bridge striking at night. It became both a functional connector and

an Instagram-worthy moment for visitors.


The result was seamless traffic flow between attractions, increased guest engagement, and a signature landmark that enhanced the site’s overall experience. It turned a practical solution into a visually dynamic attraction that boosted social sharing, foot traffic, and the site’s

brand presence.


— PROJECT NAME

Dickies Arena


— MY ROLE

Creative Direction

Install Oversight

A year before construction was completed at Dickies Arena, management turned to HKS for help selling suites and premium seating to rodeo and basketball audiences. I led a team in creating immersive 360-degree visualizations of targeted suite locations.


With a limited budget, we combined several images into life-sized wallpaper panels that covered every wall of the suite, giving buyers a fully immersive experience and letting them feel as if they were already in the space.


The result was a cutting-edge sales tool that increased buyer engagement and confidence, helping the arena sell premium

seating ahead of schedule. It also demonstrated how high-impact, immersive experiences can be delivered efficiently under budget, setting a model for future sales centers at large venues.