Working with Kraken to bring their spiced rum, and the idea of the Kraken itself, into the MCU was genuinely fun.

I developed the core creative concept that wove the brand and its creature into the world of Knowhere, theming the bar directly into the set and tying it to the Abilisk monster from Guardians of the Galaxy Vol. 2.

We positioned performers, games and narrative touchpoints throughout the environment to draw audiences through the space and give the brand a meaningful, story-led presence.