"Attack of the Metallic Menace"

​​Executive Creative Director ​​

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I conceived, developed, and led all aspects of Attack of the Metallic Menace, an immersive experiential activation for The Real Cost (TRC) by Fandom, designed to educate teens on the dangers of vaping. Inspired by classic Kaiju films, the campaign brought a towering 10-foot Metallic Menace to life at San Diego Comic-Con and DreamHack Atlanta, symbolizing the toxic metals found in vape aerosol.

This multi-platform initiative combined experiential, AR, video, and influencer marketing to drive engagement both on-site and online. Fans interacted through a custom AR game, a livestream escape video, and high-impact digital takeovers, while influencer-driven content extended reach beyond the event.

Impact:

• 2023: 4K+ SDCC attendees | 8.5M earned media impressions | 98.5M paid media impressions

• 2024: 9.7K SDCC attendees | 128M+ total impressions | 247K gameplays (110% to goal)

• Featured in 13+ media outlets, leveraging Fandom’s audience to amplify TRC’s mission.

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Through creative vision and strategic leadership, I transformed TRC’s messaging into a culturally relevant, high-impact campaign that resonated with teens in their digital and physical spaces.

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