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Creating the feeling of discovery
The Ride
Organization
The Ride
Industry
Live Entertainment / Experiential Marketing
Role
Creative Director & Head Writer
Capabilities Demonstrated
Creative Direction
Audience Experience Design
Storytelling
Live Entertainment
BCross-functional Leadership
MINDBODY had evolved beyond its roots as a B2B software company, but its communications hadn't kept pace. Different teams were telling different stories, editorial processes varied across departments, and the brand lacked a unified editorial voice capable of serving both business customers and an emerging consumer audience.
The Challenge
The Approach
Rather than treating the attraction as a scripted theatrical production, I reimagined it as an immersive editorial experience. Every creative decision was guided by a single objective: make guests feel as though they were discovering memorable moments organically rather than watching a performance designed for them.
Every creative decision was evaluated through the audience's perspective rather than the production team's, asking not "What should happen next?" but "What would feel unforgettable?"
The Outcome
With buses reconceived as rolling theaters, original music, immersive sound design, and performances that unfolded throughout the city, we transformed a conventional sightseeing tour into an experience that felt spontaneous, unscripted, and unmistakably New York. Rather than asking audiences to watch a show, we invited them to feel as though they had stumbled upon moments they couldn't have planned and wouldn't soon forget.
Editorial Insight
The most memorable experiences rarely feel designed. Great storytelling doesn't draw attention to itself. It creates the feeling that discovery happened naturally.
Evidence
Experience It
The Ride Promo
Reconceived and relaunched a struggling $15MM interactive attraction, transforming a conventional sightseeing tour into an immersive theatrical experience.
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