Experiential Activation - The Book Of Hov

ROLE: CREATIVE DIRECTOR

When tasked with leading creative direction for an immersive experience for The Book of Hov, a tribute to the legacy of JAY-Z, I focused on extending the exhibition through AR and interactive tech. The goal was to capture the essence of an iconic figure and translate it into a living, responsive narrative layer that honored his influence while engaging audiences on a deeper, more participatory level.

Partnering with 3D artists, AR developers, and technologists, I directed the concept, look, and behavior of the digital experience. We experimented with real-time environments, interactive triggers, and motion elements to build a multimedia journey that felt seamlessly connected to the physical space. Every visual and interaction was crafted to feel intentional, authentic, and worthy of JAY-Z’s legacy, turning the activation into both a creative playground and a respectful homage to an iconic moment in culture.