Reacher

For Reacher Season 3, Prime Video needed an experiential activation that matched the show's larger-than-life scale. We created "Battle of the Bigs," a massive arcade-style arm wrestling game featuring giant versions of Reacher and his rival Paulie. Fans controlled the oversized mechanical arms, competing for bragging rights and exclusive swag.

I art directed and designed the experiential activation, which launched at the Daytona 500 to capitalize on Prime's NASCAR partnership. The sheer scale of the build made it visible throughout the entire venue, drawing continuous crowds all weekend. The activation culminated in a special press event where Alan Ritchson (Reacher himself) faced off against NASCAR driver Chase Elliott in the giant arm wrestling match the morning of the big race.