TikTok Shop, Atlanta, 2024

Brand Protection Reception 2024 | Role: Lead Producer

With just 4.5 weeks of lead time, I led the concept, creative direction, and full production of TikTok Shop’s inaugural brand protection event — a high-impact activation at the International Trademark Association (INTA) conference in Atlanta. I owned the experience from end to end: developing the creative strategy, managing internal and external stakeholders, overseeing vendor operations, and executing onsite logistics — all while aligning the event to TikTok Shop’s broader brand objectives. The final experience blended playful brand expression with intentional design: a curated swag store, branded cocktail ice, painted toy activations, and a live band that redefined expectations for a legal-industry event. The result? A packed house, energized brand presence, and standout guest experience — with one attendee calling it the best reception of his eight years at INTA.