House of Suntory
Lead Producer for Suntory Whisky Toki U.S. experiential launch campaign
Position Overview
As a Senior Producer with School Helps Advertising Agency, I led the planning and execution of the U.S. experiential launch campaign for Suntory Whisky Toki across multiple cities and high-profile events. Working at the intersection of brand strategy, event production, artist relations, and hospitality, I was responsible for translating Suntory's Japanese heritage and craft into culturally resonant, premium brand experiences that introduced Toki to American audiences.
Key Responsibilites
Led end-to-end experiential production for Suntory Whisky Toki U.S. launch campaign
Managed multi-city tour logistics, footprint builds, and high-impact event activations
Drove cross-functional alignment between brand strategy, creative production, and hospitality execution
Oversaw artist relations, contract management, and aesthetic direction across all activations
Delivered culturally immersive brand experiences that blended Japanese heritage with premium U.S. hospitality
PROJECT 01
Art Basel
Led end-to-end experiential production for a multi-layered brand activation showcasing Suntory Whisky Toki during Art Basel in collaboration with Sweet Liberty. Overseeing the full lifecycle from concept through execution. I served as the connective tissue between cross-functional teams—balancing creative vision, venue logistics, and brand storytelling.
Managing production of a high-energy launch party featuring live DJs, interactive art installations, and curated pairing menus
Overseeing construction of a hidden speakeasy-style hallway and bar built inside a janitor's closet, connecting the venue to a neighboring gallery
Aligning brand stakeholders, venue partners, and creative teams to deliver an unexpected, immersive brand encounter
Guiding aesthetic direction and guest experience flow to ensure cohesive storytelling across multiple environments
Delivering a premium activation that captured the spirit of Art Basel through surprise, craft, and elevated hospitality
PROJECT 02
Pebble Beach Food & Wine
Led end-to-end interactive production for "Behind the Beats," a digital experience showcasing how Spotify leverages Google Cloud to power personalization, scalability, and data-driven discovery. Overseeing the full lifecycle from concept through launch—originally designed as a physical activation, then reimagined as an immersive online experience in response to the pandemic. I served as the connective tissue between cross-functional teams—balancing creative vision, technical storytelling, and evolving project constraints.
Managing the pivot from physical installation to interactive digital storytelling, preserving the tactile, sensory richness of the original concept
Aligning Spotify and Google Cloud teams to distill complex technical infrastructure into accessible, engaging narratives
Guiding creative development, user experience design, and agency partnerships to ensure a polished, on-brand product
Integrating motion design, audio, and data visualization to create a multi-sensory journey through Spotify's backend architecture
Overseeing end-to-end production timelines, cross-functional alignment, and QA for a global online launch
PROJECT 03
Secret Summer
Led end-to-end experiential production for Suntory Whisky Toki at Secret Summer NYC, featuring a yatai-inspired footprint that blended Japanese tradition with bold sensory experiences. Overseeing the full lifecycle from concept through on-site execution. I served as the connective tissue between cross-functional teams—balancing creative vision, cultural programming, and brand activation.
Managing creative production of a custom footprint inspired by traditional Japanese yatai street stalls
Overseeing cultural programming including live taiko drumming and custom live art installations
Guiding beverage development and execution of a signature highball that earned "Best Cocktail of the Summer" at the event
Aligning brand stakeholders, artists, and venue partners to ensure cohesive storytelling and seamless execution
Delivering a high-energy, immersive brand moment that introduced Toki to NYC audiences through authentic cultural touchpoints
PROJECT 04
Eat Drink SF
Led end-to-end experiential production for a branded pop-up showcasing Suntory Whisky Toki at Eat Drink SF. Overseeing the full lifecycle from concept through on-site execution. I served as the connective tissue between cross-functional teams—balancing creative vision, vendor coordination, and brand storytelling.
Managing creative production of a custom-built yatai serving signature highballs and curated small bites menu
Overseeing all logistics and vendor coordination to ensure seamless festival integration
Aligning brand stakeholders and venue partners on footprint design, beverage service, and guest experience flow
Guiding cultural storytelling that introduced festival-goers to Japanese whisky craft in a modern, approachable way
Delivering an engaging, culturally inspired activation that translated Suntory's heritage into accessible brand moments
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