As the title sponsor of Hustle Con East—a conference designed for self-starters, forward-thinkers, and dreamers—we created an experience around the theme of "Big Hustles Start Small" and honored the "fail forward" spirit that the hustle demands. To that end, our booth featured a giant dollar bill—think of a business’ first dollar earned framed on the wall—and encouraged attendees to share their first hustle in written form on the wall or via :15 video on Instagram. The social activity extended the reach of the 700+ person conference to 400K+ externally, and the wall received a 45+% engagement rate with attendees.
Role: Conceptualized full experience in partnership with 2 other BX Creative Leads. Due to time constraints, art directed an illustrator on dollar design; otherwise, created all assets and oversaw build and activation.