For the NCAA Final Four in Indianapolis, Reese’s set out to move beyond a traditional brand presence and create something fans could step into. The challenge was to take a product that lives on shelf and translate it into a full-scale experience that matched the energy of March Madness—bold, recognizable, and built for interaction, within 1 month.

I led the environmental design and helped shape the experience from concept through execution. The focus was on building a cohesive system across architecture, graphics, messaging, staff uniforms, and interaction—ensuring everything worked together at scale and guided people naturally through the space. I also traveled to Indianapolis to capture and document the experience for the one day event during Reese’s Final Four Friday.

The result was a 30’ x 20’ immersive brand environment where fans didn’t just look—they engaged. From large-scale product to interactive moments like the bracket wall, every element was designed to turn brand into experience, extending Reese’s into something people could physically move through and remember.


Agency Partner: Publicis Sports & Entertainment

Production Partner: Evolve Companies