Scope

As a Lead Producer and Designer, I directed the activation of four experiential marketing events for Good Humor-Breyers. These culturally tailored activations were designed to increase brand awareness among Latinx communities across key markets. Events were held in Houston, TX and New York City, including the Houston Latin Festival and two editions of Carnaval de Cultura Latina. Each activation featured a fully branded on-site experience, highlighting Breyers’ products in high-traffic cultural environments.

Process

I oversaw the entire full production lifecycle—from budgeting and creative development to staffing and on-site execution. On-site production included custom tent builds, signage, branded uniforms, and product sampling counters, with staffing consisting of producers, event staff, and a photographer at each location.

Outcome

The activation delivered a cohesive, high-impact presence at each festival, enhancing Breyers’ visibility and connection within diverse Latinx communities. The custom-branded experiences not only engaged attendees through sampling and brand storytelling, but also positioned Breyers as a culturally conscious and community-connected brand.