Role: Creative direction, production, & installation management.

Scope: Print, digital & retail activation campaign

The Challenge: Create a commemorative retail experience celebrating David Ortiz's legacy at Fenway Park—on a tight timeline and with high visibility.

The Approach: I concepted the shop's visual identity, designed all signage and environmental graphics, and managed the full installation. The experience needed to feel both celebratory and shoppable, honoring Big Papi while driving sales.