Taste, tuned.

Art Direction & Design
Experiential Activation • Cannes Lions 2025

Pinterest’s promise is that it leads you somewhere you didn’t know you were going. These two activations put that idea in the hands of attendees — one analogue, one digital, both built around the same logic: answer a few questions, discover something unexpected about yourself.

At the Pinterest Patisserie, guests used a dial system I designed to work through a series of personality questions and unlocked a dessert made specifically for them — one of hundreds of possible combinations. Every detail of the space was considered, from the hand-illustrated logo to the buttery yellow palette and pistachio accents.

At Discover Yourself, guests entered a mirrored booth, scanned their palms to reveal their aura color, then refined their style preferences by selecting images and building out a set of style tags. The result was a personalized AI-generated tarot card spanning fashion, travel, and interiors—delivered on an NFC charm they could take with them. I designed the back wall and art directed the spatial environment. The experience was built with Deeplocal and powered by Adobe Firefly.

Part of an activation that earned Pinterest Adweek’s Experiential Brand of the Year.

Pinterest Patisserie
Process

The dial system started as a spatial problem: how do you make a personality quiz feel physical and playful rather than transactional. Early sketches worked through scale, placement and interaction llogic before moving into color and material

Discover Yourself
Process

The back wall needed to hold the experience together visually, a surface that felt immersive without competing with the lighting and animation happening around it. I directed our 3D designer through the structure while refining the art direction through each iteration.

Credits

Pinterest Patisserie Team
Agency
Amplify

Executive Creative Direction
Sean Doyle

Creative Direction
Chri Romero

Executive Prodction
Stacey Mayhew

Art Direction & Design
Christyna Conway & Brandi Steele

Experiential Production
Nadia Aminzadeh, Ariel Quaglia, Kelsey Lemons

Logo Design
Ainsley Romero

Creative Production
Tamara Costa

3D Design
Osaze Stigler

Photography
Kelly Puleio

Discover Yourself Team
Agency
Amplify

Executive Creative Direction
Sean Doyle

Creative Direction
Chri Romero

Executive Prodction
Stacey Mayhew

Art Direction & Design
Christyna Conway

Experiential Production
Nadia Aminzadeh, Ariel Quaglia, Kelsey Lemons

3D Design
Osaze Stigler

Creative Production
Tamara Costa

Creative Technology
Deeplocal

Generative AI
Adobe Firefly

Photography
Kelly Puleio

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Last updated: SS2026

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