I oversaw the end-to-end experience design for this award-winning campaign, serving as a key connection between the creative concepting team and the physical experience builders.

This project required a unique level of design governance – balancing an evolving digital narrative across three phases with the ambitious technical requirements of real-world software and hardware integration.

I architected flows and screens that evolved through three strategic phases: an initial puzzle-led recruitment drive, a high-intensity countdown phase, and a final, live event whereby the site transformed into an interactive broadcast platform, allowing a global audience to watch the live stream and vote in real-time to control the brutal weather conditions unleashed on the competitors.