As part of the creative team at Superdigital, I worked on the launch of the limited-edition Spider-Man Magic: The Gathering card collection at Comic-Con. The activation transformed a convention space into a fully realized New York-inspired streetscape environment that blended the worlds of Marvel storytelling and collectible gaming culture.
Case Study: ComicCon Activation
Client: Magic the Gathering x Marvel’s Spiderman
Agency Partner: Superdigital
Overview
The experience was designed to feel immersive and authentic to both audiences, pulling visual inspiration from comic books, tabloid newspapers, and urban New York environments. Through detailed worldbuilding, environmental graphics, and themed print collateral, the activation extended beyond the cards themselves and became a highly shareable fan experience.
My Role
• Designed a collectible Daily Bugle-inspired newspaper that acted as both storytelling devices and fan memorabilia. The newspapers became highly sought after during the event, with attendees later reselling copies online through platforms like eBay.
• Developed wayfinding and signage for both interior and exterior applications, helping unify the activation.
• Created supporting promotional materials including email invitations, print collateral, and branded assets used throughout the experience.
• Collaborated closely with the agency team on worldbuilding, prop detailing, and visual storytelling.
