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Phone: 214.205.5232
Email: markel@aoecreative.com
3D Campaign Design Digital Merchandise Social Strategy Video

Unreal Fest Chicago

MY ROLE — Creative Director

Lead Creative Director overseeing experiential strategy, booth programming, creative direction, attendee engagement, creator programming, and the content ecosystem surrounding Legion’s Unreal Fest presence.

  • Strategy

    Experiential Strategy, Event Programming, Creator Strategy, Community Engagement, Content Strategy

  • Design

    Experiential Design, Art Direction, Environmental Graphics, Social Design, Promotional Design, Event Branding

  • Client

    Lenovo Legion

01 // The Challenge

Epic
Activation

Unreal Fest attendees are developers, artists, and technical creators who understand hardware deeply. Legion couldn’t simply tell them the 9i was powerful. We needed to give them credible reasons to experience it firsthand while making a limited booth footprint worth returning to throughout the event.

02 // The Process

Create
Experience
Connect

  • Built the experience around three behaviors: Create, Experience, Connect.
  • Designed programming for different levels of attendee involvement.
  • Combined hands-on hardware demonstrations with education and entertainment.
  • Partnered with respected game creators and Unreal Engine specialists.
  • Gamified repeat booth visits through a physical participation system.
  • Connected on-site programming to social content that extended the experience beyond Chicago.
03 // Execution

Creator
Destination

Stamp Quest
A gamified booth journey rewarded attendees for exploring multiple experiences with exclusive Legion merchandise.

 

Creator Talks
Loftia and Exis Games demonstrated real game-development workflows using Legion hardware.

 

Live Creation
Neoliptus showcased Unreal Engine workflows live on the Legion 9i.

Product Demos
Legion specialists guided attendees through practical demonstrations focused on professional creative workflows.

 

Industry Voices
Scheduled conversations with Unreal developers explored the future of gaming and development.

 

Creative Hub
Programming transformed the booth from a product display into a place attendees could learn, create, and exchange ideas.

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04 // Results

Unreal
Experience

0 K
impressions
+ 0 %
follower growth
0 K
engagements
0
participants
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