Fiona Chen
about...
TH Experiential
TH builds brand experiences that live in the real world. I got to work across concepting, production, and documentation on activations for some pretty recognizable names.‘DOVE x US OPEN
Dove's ask was specific: bring the Body Confident Sport Program to one of the world's most iconic sporting events and make it actually resonate with girls aged 11-17, not just show up. The activation needed to educate, engage, and generate social content without feeling like a brand booth.
The experience centered on a giant tennis ball signing wall under the #KeepMeConfident campaign, a "Serve Your Confidence" photo op designed to drive organic sharing, branded giveaways including friendship bracelets wordmarked with "Powerful," "Confidence," and "Strong," and appearances from Venus Williams and Emma Navarro that pulled real crowds and created genuinely shareable moments.
My contributions were the recap and the one-pager. With 7,000+ attendees, 50,000+ photos, 2,850 bracelets, and 2,950 lanyards distributed, there was a lot to organize. The job was figuring out which numbers told the story, how to frame the athlete appearances as proof of mission, not just PR, and how to structure it visually so a client could hand it to someone and have it land immediately.
MAEVE x ANTHROPOLOGIE
Atlanta NSO 2026Maeve needed to launch their Atlanta store in a way that felt like a cultural moment, not a ribbon-cutting. Three activations, one weekend: a disruptive OOH pop-up at Ponce Market, a VIP press and influencer night, and a consumer grand opening.
My role spanned a variety. I helped with location research and evaluation in Atlanta, researched and pulled organic UGC from the event across social media and press, and contributed visual direction, translated moodboards into actual experiential concepts, built mockups, and contributed to the recap that captured how it all came together.
Watching a moodboard become a sculptural yellow M on a street in Buckhead was a pretty good reminder that research and concepting aren't separate from execution. They're where it starts.
F1 x i2C (MASTERCARD)
Miami 2025F1 Miami isn't just a race weekend. It's a specific cultural moment with its own aesthetic, energy, and audience, and Mastercard needed a booth presence that felt like it belonged there, not just paid to be there.
I came in at the concepting stage with trend analysis, when everything is still open. I used NanoBanana to generate AI mockups so the ideas could be quickly visualized, built moodboards rooted in where F1 culture and experiential design are actually trending right now, and proposed activation activities that would feel native to that world. I also put together tiered pricing options so the client had a real range to react to, not just one big ask.
It was my first real look at how a pitch is built from scratch and how much of the work involves translating a feeling into something specific enough.
LIQUID IV x SPIDERMAN
Liquid IV needed activation concepts that felt like press-worthy stunts tied to the Spider-Man IP, not just branded booths. Every concept had to generate buzz and community engagement.
I pitched four ideas. Two were selected and carried forward into the proposal:
"Taking Hydration to New Heights," a Washington Square Park arch takeover wrapped in Spider-Man webs, featuring a timed rope-climb experience where guests scale a giant web to retrieve a Liquid IV packet at the top.
"The Hydration Heist," a Grand Central Station stunt where guests navigate a web-rope security maze, racing against a timer to retrieve the recharge at the center.
Both were built on the same logic: make the product the hero of the challenge, not just the giveaway at the end.
GERBER
NYC Restaurant TakeoverGerber wanted to take over a New York City restaurant and transform it into a fully branded experience for parents and babies. My contribution was the moodboard and ideation work that helped shape how the space would feel and which activations would live inside it.
The concept that emerged from that process included a play mat zone, a ball pit, coloring stations, a branded photo moment, a basketball game, Connect Four, a Gerber vending machine, and even a redesigned bathroom changing station. Every touchpoint was designed to make parents feel that the brand truly understood their daily life, not just their shopping cart.
CETAPHIL
SoHo, NYCThis one was different from the desk work. I was on-site for the Cetaphil Derm on Tour activation, helping run the day in real time. That meant keeping things moving for participants, troubleshooting whatever came up on the floor, and making content for TH's Instagram while it was all happening.
There's a specific kind of attention that on-site work requires. You're not thinking in decks, you're reading the room and responding to what's actually in front of you. Being there taught me a lot about the gap between how an activation looks on paper and how it actually runs when real people are moving through it.