COMMUNICATION, MARKETING,
DESIGN & EXPERIENCE

Two marathon events in two countries, back-to-back: Nike Marathon Copenhagen and Berlin presented an international logistics challenge in which custom-made materials, scaffolding with static calculations, and special trade show elements had to be combined in a way that preserved the authentic street-urban look of the brand activation. The modular scaffold structures were clad with red translucent mesh fabrics and equipped with LED lighting – a hybrid solution of technical precision and raw aesthetics. Retail displays, workshop areas, and shoe presentation surfaces were integrated into the scaffold construction. The look: Industrial, but high-quality. Street, but thoughtful. Nike-core, but event-grade. The critical component was international logistics management: Materials needed first in Copenhagen had to be produced twice. Other elements – such as larger scaffold structures and LED panels – were transported directly after dismantling in Copenhagen as an overnight direct shipment to Berlin and seamlessly rebuilt the next morning. This meant: Precise timing, tagged equipment for quick identification, and crew coordination across two countries.

The Nike x BSTN brand activation in Munich orchestrated multiple activations in a compact space: A stage for live acts, diverse customization workshops, brand activation zones, and retail displays had to be arranged to create optimal guest flow – without individual areas blocking each other or causing acoustic disturbance. The visual and spatial highlight: A BSTN-branded monster truck that functioned simultaneously as an eye-catcher and as a functional space divider. The truck divided the hall into two distinct zones – performance area on one side, workshops and customization on the other. Its sheer mass and street-urban aesthetic set the tone for the entire activation: Raw, authentic, Nike-core. The technical challenge lay in coordinating parallel activities: While live music played on stage, workshop areas had to be acoustically shielded so conversations remained possible. LED walls were integrated into corrugated metal structures – a mix of trade show construction and street style. Neon signage in orange, green, and red defined the individual zones visually, while PA zoning ensured sound bleed was minimized.

The Jordan All Star Weekend Fam Fest was a comprehensive event production in the Navy Yard of the Bay Area: Three complete industrial halls, entire outdoor area including custom-built skatepark, basketball courts, sneaker gallery, live performance stages, and talent management. As senior producer, responsibility encompassed overall organization of event infrastructure – from security concepts to visitor engagement to permits from city, fire department, emergency services, police, and traffic management. Parallel to the main production, two weeks before the event came a request: A drone show over the Bay Bridge. The logistical complexity was immense: Diverse flight restriction zones due to the All Star Weekend, weather-dependent backup scenarios, and the need to keep multiple launch and landing zones on hold simultaneously. Coordination with property owners in San Francisco and Oakland, city authorities in both cities, as well as the Coast Guard for airspace over the bay. 1200 drones formed the iconic Jumpman logo over the illuminated Bay Bridge – a visual statement visible across the entire Bay Area. Technical implementation required precise GPS mapping, redundant control systems, and real-time communication with air traffic control. Until the day of execution, three potential launch positions remained active, depending on wind, weather, and last-minute FAA clearance.

Two major tech conferences in the same location, with only one day break between them: Snowflake World Tour and SAP Connect 24 presented a double logistics challenge. Same internal production team, two external clients, parallel communication tracks, and the need to coordinate construction schedules so external service providers could work within our parameters. Station Berlin was used in its entirety: Main stages in the large halls with multi-screen LED setups, several secondary program areas for breakout sessions, as well as an exhibition area for partner companies. For SAP, a vertical neon-blue LED tube sculpture was installed as a visual statement piece. For Snowflake, a more organic wooden structure with hanging vegetation followed as a networking lounge – completely different aesthetics, same crew. The construction schedule had to be precisely orchestrated: Snowflake dismantling on Monday, conversion on Tuesday, SAP setup on Wednesday. Rigging points were prepared for both events but equipped differently. Audio PA remained partially identical, video and lighting setup was completely exchanged. Catering flows, security zoning, and badge systems had to be coordinated separately, while technical infrastructure was shared.