For Super Bowl LVII, I oversaw my teams in concepting, designing and building five distinct activations throughout the weekend, each tailored to a unique audience highlighting each brands unique flavor. From a high-energy pregame blowout party to an intimate veterans appreciation event, a brunch celebrating Black excellence, immersive photo and tasting experiences at the official NFL House, and two large-scale activations at the State Farm Stadium on game day. We delivered a range of experiences that brought these Diageo brands to life on one of the biggest stages in sports.
BLUE42 Pre-Super Bowl Party
Partnering with Diageo and our IAT teams we brought Blue42 to life. Celebrating the unexpected collaboration between two of Diageo's most iconic brands: Tequila Don Julio 1942 and Johnnie Walker Blue Label. Hosted at the Phoenix Art Museum, the event blended luxury, culture, and sport in one unforgettable night.
Guests entered through a grand walkway lined with tasting bars and high-impact photo moments, setting the tone for an evening of elevated celebration. At the heart of the event was a bold, product-rich stage design that served as the centerpiece for surprise performances by Swae Lee, Ludacris, Lil Jon, and Metro Boomin. We designed and produced six custom bars, curated immersive brand touch-points, and integrated Siegelman Stable through exclusive giveaways—creating a dynamic, high-energy atmosphere that honored both the spirit of the brands and the excitement of Super Bowl weekend.
Smirnoff and Ciroc Spritz at the Official Super Bowl Game Day Experience
We created two distinct brand activations for the official game day experience—one for Smirnoff and one for Ciroc Spritz.
Each footprint was designed to immerse fans in the energy of the game while deepening their connection to the brand.
Both activations featured engaging games, interactive moments, signature cocktails, and thoughtfully branded giveaways that encouraged guests to share their experience and extend the celebration beyond the event.
Ciroc at the Official Super Bowl House
We brought Cîroc to life at the official Super Bowl House with a premium branded footprint where fans enjoyed signature cocktails and an elevated photo moment that blended luxury with shareable fun.
Beyond the main activation, we partnered with the National Association of Black Journalists (NABJ) to host the Cîroc Black Excellence Brunch—a powerful and intimate gathering recognizing influential Black and Brown women in sports journalism. The event celebrated their impact and achievements while fostering meaningful dialogue, connection, and community in a setting that reflected the sophistication and bold energy of the Cîroc brand.
Crown Royal
Veteran's Thank You
As part of Crown Royal’s Super Bowl campaign featuring the brand’s first-ever Super Bowl ad with Dave Grohl, our team at NVE created a heartfelt intimate event to honor veterans and celebrate local hospitality.
This gathering embodied Crown Royal’s tradition of generosity and gratitude. The event spotlighted veterans and their creative talents through a unique experience with Dave Grohl, who performed an acoustic set to thank veterans for their service.
The evening also featured an opening performance by CreatiVets alum and combat veteran Scotty Hasting and artwork by veteran artist Shawn Augustson. Veterans were further honored with a "purple" carpet, where they could take photos and be celebrated, alongside interactive photo moments throughout the event. Guests participated in the Purple Bag Project, packing care packages for active service members through Crown Royal’s longtime partner, Packages From Home. evening.
