Snapshot
Role
Senior Producer / Production Lead
Senior Producer / Production Lead
Client
Samsung
Samsung
Scope
National multi-city experiential tour with talent, retail integration, and digital amplification
National multi-city experiential tour with talent, retail integration, and digital amplification
Team
8 cross-functional leads across creative, account, retail, and production + fabrication and technical vendors
8 cross-functional leads across creative, account, retail, and production + fabrication and technical vendors
Timeline
Multi-month pre-production through live execution across 10 cities
Multi-month pre-production through live execution across 10 cities
Budget
High six-figure program
High six-figure program
Impact
29M+ impressions
10 major markets
98% positive brand sentiment
29M+ impressions
10 major markets
98% positive brand sentiment
Context
The Samsung Gaming & Cultural Tour was designed to activate gaming audiences across key U.S. markets through immersive on-site experiences, retail integrations, influencer moments, and content amplification.
The program needed to operate as both a high-energy cultural touchpoint and a scalable touring system — maintaining brand consistency while adapting to venue constraints and local market variables.
The Challenge
Executing a repeatable multi-city activation format while balancing:
• Venue limitations and retail partner requirements
• Modular fabrication constraints
• Local staffing and logistics coordination
• Brand approvals across multiple stakeholder groups
• Compressed production timelines between cities
• Modular fabrication constraints
• Local staffing and logistics coordination
• Brand approvals across multiple stakeholder groups
• Compressed production timelines between cities
The experience had to feel premium and immersive — without sacrificing operational efficiency.
My Role
I led end-to-end production across planning, vendor management, and live execution.
• Built the master touring framework and milestone-based production timeline
• Aligned creative, retail, account, and fabrication teams under a unified production cadence
• Managed vendor onboarding, SOW negotiation, and budget tracking
• Oversaw fabrication, shipping logistics, and in-market builds
• Led on-site execution across key markets
• Directed post-event reporting and performance recap documentation
• Aligned creative, retail, account, and fabrication teams under a unified production cadence
• Managed vendor onboarding, SOW negotiation, and budget tracking
• Oversaw fabrication, shipping logistics, and in-market builds
• Led on-site execution across key markets
• Directed post-event reporting and performance recap documentation
I served as the operational bridge between creative ambition and real-world execution.
Execution Framework
Tour Architecture
Developed a modular booth and activation system adaptable across varying venue footprints while preserving brand integrity.
Developed a modular booth and activation system adaptable across varying venue footprints while preserving brand integrity.
Asset & Approval Pipeline
Centralized creative review and production tracking to ensure asset consistency across markets.
Centralized creative review and production tracking to ensure asset consistency across markets.
Operational Cadence
Established weekly cross-functional syncs and milestone gates to manage fabrication, shipping, and local deployment timelines.
Established weekly cross-functional syncs and milestone gates to manage fabrication, shipping, and local deployment timelines.
Risk Mitigation
Pre-venue walkthroughs, contingency planning for technical issues, and backup staffing strategies ensured minimal disruption city to city.
Pre-venue walkthroughs, contingency planning for technical issues, and backup staffing strategies ensured minimal disruption city to city.
Impact
The tour successfully scaled Samsung Gaming’s presence across key cultural markets, driving over 29 million impressions and strong retail engagement.
The modular system and operational framework developed for this program informed future experiential rollouts and created a repeatable model for integrated brand activations.
