Amazon transformed Seattle into the Emerald City for an immersive campaign launch celebrating the theatrical release of Wicked.
As Senior Art Director at Amazon's Brand Innovation Lab, I led the creative direction of this first-to-market, physical interactive brand activation — from art direction to brief writing — working under the guidance of Creative Director Karina Bosiacka Lili to bring Universal's Wicked to life inside Amazon's Spheres in Seattle.
The IRL event was experienced by 611 attendees across 264 groups, with an adjacent Understory retail pop-up reaching 2,000 additional visitors. A companion Amazon Live livestream drove 7.6M impressions, 3.4M reach, and 49,320 engagements.
The activation was recognized with a 2025 Bronze Clio for Brand Partnerships & Collaborations.
Awards
2025 bronze CLIO Entertainment Award
in the Brand Partnerships & Collaborations
Role
Senior Art Director
Team
Mo Schlagman, Copywriter
Karina Bosiacka Lili, Creative Director
Kelly Prudente, Design Technologist
Steve Paul, Senior Art Director
Alexandra Cohen, Senior Strategist
Dustin Duke, Executive Creative Director
Hannah Hill, Solutions Manager
Cassie X, UXD Designer
Stephanie Dziczek, Senior Producer
Carrie Shaer, Executive Producer