SAMCOM 2023

SAMCOM (Sales and Marketing Communications) is Anheuser-Busch's annual three-day internal conference, where ABI shows their marketing campaigns for the year to wholesalers. The goal is to drive sales of their beverages, with the focus on more business and aisle space. In 2023, the event was held at the Anaheim Convention Center in Southern California. Stella and Kona each had a 4,000 sq. ft. immersion space showcasing various interactive campaign zones and new products for over 4,000 attendees.

Produced by Sparks, my role as lead designer included weekly internal and client meetings to review and collaborate on progress of 3D designs, graphic design, space planning, programming of activations, and onsite creative direction.

Stella Artois

Set Photography

Stella Artois is in the process of changing their key target audience to a younger, urban, and multicultural customer. Stella’s main goal for SAMCOM was to have a space where their key demographic would want to hang out and spend time with others. I used set design to create a NYC loft vibe a (brick walls, windows, and hanging pendant lights.) The grand entry was designed using modern shapes and a simple color palette to create an iconic entrance. This created a portal view of DJ Kara, who was positioned at the back of the booth. DJ Kara’s hip and lively music created the perfect ambiance and vibe that was truly reminiscent of a NYC apartment. Other passion points of Stella were also showcased with the mobile Frites campaign, Perfect Serve, and Tennis!

Kona

Set Photography

Kona’s main goal for SAMCOM was to showcase their brand new VBI, while bringing the spirit of Aloha to SoCal. The overall design features custom displays with large scale canvas prints mounted to posts placed in sandboxes. Walls of tropical plants, warm & inviting materials, and a Poke Stand drew guests into the space and transported them to Hawaii!

SAMCOM 2023

Stella Artois

Set Photography

Kona

Set Photography

Live Event