KAMIL TYEBALLY

For The Arrivals' New York pop-up, we re-imagined retail as a community resource center in the near future — stark, clinical, and modular. Product was paired against the backdrop of its own use cases, drawing a clear delineation between form and function. The space transformed beyond hours to host forums and discussions on getting back #outthere.

• Role · Creative Direction · Concept · Spatial Narrative
• Press · Dezeen · Surface · Cool Hunting

We turned a rat-infested, trash-filled lot at 28th and 10th into a pink diorama of a parallel New York. Six hundred flamingos took on familiar New Yorker roles — getting hustled at chess, brunching with towering shrimp cocktails, riding rush-hour subway, frolicking in the spray of a busted hydrant. The mundane, elevated into joy.

• Role · Creative Direction · Concept · Production
• Partner · Gus

As Official Performance Supplement of the Miami Open, ARMRA needed to win an active male audience for a colostrum supplement. Drawing on athletes' pre-game rituals, we built a locker-room activation — four lockers filled with tennis balls keyed to Energy, Gut Health, Immunity, Mental Clarity. Guests traded a ball for a sample. 86% email retention; rich first-party insight.

• Role · Creative Direction · Strategy · Production
• Materials · Stainless steel · Hardwood

SeedAI sits at the intersection of policy, academia, art, and commerce. At SXSW, the SeedAI House served as a non-profit think-tank hub for cutting-edge discussions at the intersection of artificial intelligence and public policy — convening lawmakers, technologists, thought leaders, and creative voices around AI's near future.

• Role · Creative Direction · Strategy · Concept

Montauk Climate is a climate tech incubator. During NYC Climate Week — one of the industry's busiest periods, with over 600 events — they needed an experience that would meaningfully connect funders and founders. We partnered with Toronto-based digital artist Diana Lynn VanderMeulen on Pixel As Seed: an immersive installation exploring the intersection of digital art and land conservation, drawing on the artist's own experience revitalizing unused farmland. The room facilitated natural networking and authentic conversation, earning recognition as a standout gathering of the week.

• Role · Creative Direction · Concept · Production
• Partner · Diana Lynn VanderMeulen

Transform a storied financial institution into an unconventional wedding venue that would host 160 guests for a three-part celebration: cocktail party, formal dinner, and late-night rave. Presented with eighty pages of inspiration, the challenge wasn't logistics — it was clarity. We approached the project first as a strategic challenge, analyzing the mood boards to extract essential themes and visual elements. The success was bridging the venue's storied past and the couple's progressive vision, while solving complex technical challenges that remained invisible to guests.

• Role · Creative Direction · Design · Production
• Venue · 23 Wall · NYC

Dreame, a home technology brand, needed to stand out in the competitive holiday gift-guide season. Rather than presenting technology in isolation, we recognized that home devices exist within the context of people's lives and aspirations. We transformed the penthouse suite at ModernHaus hotel into an aspirational New York City apartment decorated for the holidays — an immersive environment that let guests experience Dreame products in natural use settings.

• Role · Creative Direction · Concept · Production
• Venue · ModernHaus penthouse · NYC

At The Chevron Championship, unsuspecting fans entered what looked like a normal VR putt-putt. As they played, the unseen pressures female pros carry began manifesting in the game itself. Removing the headset, the perfect day became a surreal technicolor dreamscape — a portrait gallery grounding the experience in the players' own words.

• Role · Creative Direction · Spatial Design · Narrative

Caroline de Maigret and Vivienne Rohner travelled from New York to the Hamptons for the CHANEL Summer Tour, curating an evening with Yaeji and Say She She, with Sadie Sink and Havana Rose Liu among friends of the House. Chanel's Paris team approached us for strategy, narrative guidance, and design direction — and we reignited the bohemian spirit of summers past with a script that harkens on the memory of a good old-fashioned house party.

• Role · Strategy · Narrative · Design Direction

For UNWTO World Tourism Day 2023, we developed strategy and concept — a sensory global journey through five continents featuring kinetic sculptures, calligraphy, projected animations, and live performances, ending with Saudi hospitality, Arabic coffee, and traditional music. The experience anchored a conference of 40 speakers and hundreds of delegates discussing global tourism and green investment, and notably included the first Israeli government visit to Saudi Arabia.

• Role · Strategy · Concept · Narrative

To drive viewership of the live reunion, we took the pods to the people. The week before air, a custom-built pod truck ran a cross-country tour from Union Square to LA — letting fans blindly connect with each other and with cast members from past seasons, with exclusive viewing parties at Nashville and LA stops.

• Role · Creative Direction · Concept · Production

Designed as a triptych for thirty global retail partners and beauty editors, each day surfaced one essential aspect of the Origins story. We rolled into Kew Gardens on a branded double-decker, dined at Spring inside Somerset House, transformed Wild by Tart into a daytime spa with sound baths and facials, and closed at the Conduit Club. Three days of brand, embedded.

• Role · Creative Direction · Concept · Production

We concepted and designed a non-profit, subscription food service called Wellfare — built to deliver nourishing food and drink to those who need it at low-to-no cost, treating beneficiaries with the dignity, attention, and care companies show their consumers.

• Role · Creative Direction · Brand · Strategy
• Press · Curbed · Bushwick Daily

For the 2021 IAB NewFronts, we positioned Vevo as the gatekeepers of culture — pulling back the curtain on the science behind the emotional connections music videos trigger. We joined forces with DLA Productions to script, direct, and shoot a digital NewFronts presentation, and restructured Vevo's internal sales deck to bring the brand to life.

• Role · Brand Narrative · Strategy · Sales Enablement

Bumble Bizz wanted to give voice to underrepresented and niche communities — the power of connection, not privilege. We crafted a summit hosting Atlanta's best and brightest for engaging programming. Capped at 100 attendees, anchored by a hackathon and a keynote from Serena Williams.

• Role · Creative Direction · Concept · Production

Coinciding with the franchise's final installment, Disney invited audiences to discover their inner hero at Refinery29's Expand Your Reality NYC Tour. Through a three-step interactive pathway, guests reflected on their lives, fears, and aspirations. Programmatic lighting and tessellated mirrors transformed each photo moment into an optical illusion of the hero's journey.

• Role · Creative Strategy · Concept (29Rooms)

Art is the thread that binds culture, diversity and thought. In a city famed for its disparate cultural diaspora, we partnered with Toyota and three diverse, emerging, boundary-breaking artists to be part of an immersive installation entitled Shift the Perspective — celebrating the launch of the new C-HR at MADE LA.

• Role · Creative Direction · Concept · Art Curation
• Partners · Toyota · 3 emerging artists · MADE LA

Tasked to create a captivating interactive experience that repositions Camry as a vehicle that evokes a new set of sensations outside the realm drivers are accustomed to.

• Role · Creative Strategy · Concept (29Rooms)

Adidas + Refinery29's celebration of women's running culture — an event activation that connected the Adidas Greater Every Run ethos to a community of women redefining what it means to lace up and go.

• Role · Creative Strategy · Concept (Refinery29)

Refinery29's 67% Project celebrated the 67% of American women who are size 14 and up — an event-led, photography-driven moment that put bodies typically excluded from fashion at the center of the frame.

• Role · Creative Strategy · Concept (Refinery29)