ROLE
Creative Direction / Production / Installation Management

SCOPE
Retail Activation / Print / Digital

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.