I was part of a creative experiential team producing live activations for Stillhouse Whiskey, leading concept development and copy across RFPs, pitch decks, and on-site execution. I originated and pitched “The Detour,” a traveling van experience built for outdoor-focused “weekend warriors” looking for a more flexible way to engage with whiskey culture.

Using audience insights, behavioral data, and brand goals, I developed participation-driven activation concepts grounded in real consumer behavior. The Detour combined whiskey sampling, sno-cones, and a Polaroid wall where guests could document the experience and leave a personal mark.

On-site, I wrote wayfinding and signage guiding guests between key touchpoints, including the Polaroid wall and the Glass Destruction Range, an interactive installation where guests could safely throw empty shot glasses at a designated target area for a chance to win branded merchandise.