Role: Senior Experiential Art Director, set and spatial design, concept, promotion and activation strategy, on-site creative
Agency: Mirrorball

Project: As the Most Interesting Man in the World departed for Mars, Dos Equis wanted to give him a proper send-off, enlisting their experiential agency to create an immersive consumer program around the Coveted Collection / #AdiosAmigo campaign. The Estate Auction of his Coveted Collection – a seven-city tour, kicking off in New York City and ending in Los Angeles – allowed fans of the Most Interesting Man and Dos Equis to take home a piece of history. This was no ordinary auction, as the Most Interesting Man would not have seen his Coveted Collection simply given away to the highest bidder.

Guests were invited to an immersive hour of interactive challenges and feats-of-skill to earn "Dositas," the only accepted currency at the Estate Auction. The richest man in the room was the guest who had earned his wealth for the evening by stepping outside of his comfort zone to take a spin at Culinary Roulette, pose with an exotic live animal, or perhaps dare to take a trip to Mars. 

Immersive talent roamed the estate floors, while our host and auctioneer prepared for the auction revelation – a highly produced performance show from the Most Interesting Man's closest friends from around the world. Highest bidders were rewarded with one-of-a-kind prizes and mystery items, all hand-selected by the Most Interesting Man himself. All proceeds from the event went to support The Impact Plan, whose mission is focused on the education and preservation of the world's most endangered animals.