Chewy Cuddle Shuttle / FIFA World Cup 2026
Creative Director — Boom Ventures

A roving emotional support experience deployed across Miami during the FIFA World Cup 2026. The concept was simple and disarming: when your team loses, there's a shuttle full of dogs waiting for you. As Creative Director I shaped the visual identity and experiential language of the activation, designing a space that had to feel spontaneous and warm while operating at the scale and visibility of a major global sporting event. The challenge was keeping Chewy's brand present without letting it override the moment — because the moment was the product. Dogs, strangers, grief, joy. It worked.