Activations
Campaign activations
From brand launches to trade conferences, I craft sharp strategies that translate into memorable moments.
Launching a global brand's next chapter
2025 (with Boeh Agency)
Challenge: Shift perception from global supplier to U.S. leader
Aquatech, a global leader in industrial water technology, has decades of experience serving heavy industries in Asia, Europe and beyond. In 2025, the company set its sights on the U.S. municipal market, aiming to position itself as a credible challenger to incumbents like Veolia. WEFTEC 2025 in Chicago provided the stage for this introduction. The challenge was to transform perception from “industrial partner abroad” to “premier municipal partner at home” under a compressed timeline.
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Solution: Designing an immersive, narrative-driven booth experience
Aquatech arrived with a theme, “From Innovation Flows Leadership,” and a list of products to feature. I led a discovery workshop with company leadership to clarify goals, audiences and desired outcomes. From there, I refined the messaging architecture into a layered framework addressing three audience groups: municipal utility leaders, engineers & consultants, and operations teams. Each journey was mapped to ensure the booth experience spoke directly to their priorities.
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To establish U.S. credibility, I developed the interpretive concept “The Museum of Pittsburgh Innovation.” This narrative connected iconic Pittsburgh breakthroughs such as the Salk vaccine and Carnegie steel with Aquatech technologies in reuse, PFAS destruction, desalination and digital optimization. The concept reframed Aquatech not as a foreign supplier but as a company rooted in Pittsburgh and driven by American innovation.
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I authored the full interpretive plan and exhibition copy, structuring the booth into three engagement zones:
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Museum of Innovation: Five story stations linking Pittsburgh and Aquatech innovations.
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Product Perimeter: Four interactive displays featuring QUA membranes, PFAS destruction, LoWatt desalination, and digital services.
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Executive Interaction Zone: A high-touch area for partnership-building and strategic conversations.
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Working closely with Boeh Agency’s Creative Director and an eventing agency, I guided narrative integration, advised on fabrication and ensured the experience balanced technical credibility with emotional resonance.
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Impact: A high-stakes debut for U.S. market entry
Developed in roughly a month, the final booth is a museum-inspired brand experience that introduced Aquatech to the U.S. municipal market as a credible, innovative challenger with global expertise. The exhibit debuted at WEFTEC 2025 in Chicago, designed to generate municipal leads, reshape perceptions and strengthen Aquatech’s long-term positioning in the U.S.
Making Korean webcomics go viral in US
2022 (with Lemonade the Agency)
Challenge: Introduce a Korean comics app to U.S. readers
Manta Comics, a fast-growing Korean webcomics platform, aimed to build awareness in the United States while promoting Season 2 of its hit series “Under the Oak Tree.” The campaign needed to connect emotionally with American readers, define Manta’s brand for a new audience and compete in a saturated digital entertainment landscape.
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Solution: Turning fan insight into a viral campaign
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I began by researching the global webcomics landscape and interviewing Manta’s senior leadership to understand its growth ambitions. I then conducted audience research into the psychographics of U.S. fantasy romance and fandom communities, even immersing myself in the source material to identify emotional triggers that drove reader loyalty.
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These insights shaped the campaign platform “Life is a Fairytale,” a creative idea built around escapism, imagination and belonging. I worked with TikTok Studios to learn how fandoms express themselves on the platform, which led to the development of the #LifeIsAFairytale branded hashtag challenge that invited fans to share their own fairytale-inspired moments.
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From there, we extended the idea across all major activations, including Manta’s immersive Comic Con booth, the influencer-driven YouTube series “Night In with Manta,” and a Times Square digital takeover. I wrote all campaign scripts and booth copy, ensuring the voice stayed imaginative, cohesive and emotionally resonant across every channel.
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Impact: Viral engagement and record audience growth
The campaign generated 750,000 visits to the app download page, a 20% increase in social followers, and 450 million hashtag engagements with more than 7 billion total impressions. The Times Square digital takeover delivered an additional 10 million impressions, cementing Manta’s presence as a breakout webcomics brand in the U.S. market.
Bringing Black Clover to life at Anime Expo
2022 (with Lemonade the Agency)
Challenge: Bring a new anime game to life
To launch its new anime-based game Black Clover M, Garena wanted a high-impact brand experience at Anime Expo 2023, the largest anime convention in the United States. The goal was to spark awareness, immerse fans in the game’s world, and generate buzz ahead of release.
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Solution: Immersive booth inspired by Black Clover universe
I helped concept and script a 50-by-25-foot interactive booth designed as a castle turret from Black Clover, complete with LED walls, character props, and playable game stations. Working alongside the design and production teams, I crafted the narrative framework that guided how attendees moved through the space, from cosplay meet-and-greets to gameplay demos.
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Inside the tower, we built a 360-degree photo booth experience where visitors could capture branded slow-motion videos surrounded by digital magic effects. I wrote the copy and social prompts for the 360 experience and collaborated on branded giveaways, including screen wipes and Popsockets.
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Impact: Massive fan engagement and measurable reach
Over the four-day convention, the activation drew thousands of visitors and generated:
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2,518 total shares across platforms
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606,740 total impressions and 187,122 total reach
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1,947 pieces of shared content from the 360 photo booth​