Pinterest Coachella

The Brief: 

Inspired by Gen Z’s pop music renaissance, "Joyride" was designed as a high-energy, phones-free experience that brings the magic of the digital platform into the real world—inspiring festival-goers to discover creative ideas through shared physical experiences. 

Creative Leadership & Process: 

Strategic Consultation & Brand Strategy: 

Served as senior creative consultant to Pinterest, providing high-level expert advice, brand analysis, and fresh experiential ideas to help shape an impactful creative strategy. Interactive moments included a rotating conveyor belt Charm Bazaar, makeup styling stations, Joy Guide mailers, and lenticular photo booth. 

Artistic Oversight & Value Engineering: 

Acted as the primary creative liaison between Pinterest’s internal creative team and external fabrication houses. Protected the artistic vision while offering expertise in value-engineered solutions, strategic material choices, and structural efficiencies to stretch production dollars without sacrificing quality. 

Spatial & Environmental Planning: 

Reviewed detailed architectural and construction build drawings while analyzing spatial flow, heights, capacity spacing, and overall attendee comfort. To ensure the footprint was up to code, fully ADA accessible, and built for high-traffic live event dynamics. 

Figma to Large Scale Print: 

Directed the translation of digital UI assets out of Figma into large-scale environmental print graphics. Guided a team of print production specialists, reviewing material samples and specialized print solutions (including custom glitter finishes) to elevate physical finishings. 

On-Site Executive Alignment & Quality Control: 

Conducted daily on-site walkthroughs with Pinterest creative teams and leadership throughout the build. Ensured every environmental detail was executed to perfection, maintaining brand standards and delivering a breakthrough live experience.