Mercedes-Benz EQ Fan Experience
Creative Lead
CAMPAIGN OVERVIEW
Mercedes-Benz brought electric innovation to Golden State Warriors fans through an integrated physical and digital experience at Chase Center. Combining interactive trivia, real-time competition, personalized content, and branded rewards, the activation transformed Mercedes-EQ product education into an engaging, shareable fan experience.
MY SCOPE
Creative Direction • UX/UI Design • Gamification • Team Leadership • Brand Systems • Experiential Design • Digital Product Design
3.5K+
Fans Engaged
2K
Overall Registrations
83%
YOY Growth
As Creative Lead, I established the creative vision across both the physical activation and digital experience, leading the UX/UI design, environmental graphics, and interactive storytelling. Partnering with production, development, and client stakeholders, I guided the project from concept through execution to deliver a seamless, branded experience that connected fan engagement with product education.
BUSINESS CHALLENGE
As title sponsor of the Chase Center, Mercedes-Benz sought to strengthen engagement with Golden State Warriors fans while introducing the Mercedes-EQ lineup to a highly engaged sports audience. The challenge was to create an interactive brand experience that seamlessly blended entertainment, education, and digital engagement to make electric vehicle innovation feel accessible, memorable, and shareable.
STRATEGIC APPROACH
We developed an integrated physical and digital activation that transformed product education into an interactive game experience. Through a custom-designed trivia platform, real-time leaderboards, branded rewards, and personalized content, fans engaged with Mercedes-EQ technology in a fun, competitive environment that extended beyond the physical activation.
BUSINESS IMPACT
Across seven games, the activation engaged nearly 3,500 fans and generated close to 2,000 registrations—a 362% year-over-year increase over the previous Plaza activation. Personalized Klay Thompson content and interactive gameplay extended fan engagement while strengthening awareness of the Mercedes-EQ lineup through memorable brand interactions.
UX/UI DESIGN
Beyond the physical activation, we designed a custom trivia platform that transformed Mercedes-EQ education into an intuitive, gamified digital experience. Every interaction—from onboarding and gameplay to scoring and leaderboards—was intentionally designed to maximize participation while reinforcing Mercedes-Benz's premium brand experience.
SYSTEMS THINKING
Designed a scalable interaction system that unified environmental branding, UX/UI, game mechanics, and digital storytelling into one cohesive fan experience—creating a repeatable framework that seamlessly connected physical and digital touchpoints.
USER EXPERIENCE
User Flow
Interaction Flow
Digital Experience
Journey Map
SELECTED PROJECTS
MERCEDES-BENZ
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CAPITAL ONE
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PROJECT TITLE
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