For the iconic Broad Street Run Expo, I led the creative direction on a standout activation in collaboration with experiential experts OPE. The centerpiece: a larger-than-life, fully interactive sneaker installation designed to spark photo ops, social sharing, and community engagement. Positioned at the heart of the IBX booth, the activation merged bold visual storytelling with tactile brand interaction, celebrating movement and Philly running culture. I oversaw concept development, environmental design, and brand integration—translating IBX’s health-forward mission into a high-impact, high-foot-traffic moment that people couldn’t miss. Working with OPE was a creative dream.