GitHub Universe 2025 transformed Fort Mason into an immersive brand and technology showcase centered around creativity, collaboration, and developer culture. The experience featured a series of interactive installations that blended physical environments with digital storytelling, including the Thinking Machine, a large-scale Rube Goldberg-inspired activation combining motorized mechanics and 3D animation, AI-powered Octocat generation, personalized photo experiences, interactive customer storytelling, and gamified touchpoints throughout the event. Each activation was designed to make complex developer tools and workflows approachable, playful, and highly shareable for attendees.
As Executive Creative Director, I served as the overall creative lead across the experience, overseeing concept development, interactive strategy, creative direction, and on-site execution. I led multidisciplinary teams from ideation through production while partnering closely with GitHub stakeholders to shape the event vision, strengthen client relationships, and support new business growth opportunities. My focus was on creating immersive experiences that translated GitHub’s developer-first culture into engaging physical and digital interactions that resonated with attendees both emotionally and socially.
