NBMBAA

Creative Director on Pernod Ricard USA’s presence at the National Black MBA Association conference. The brief was a 10x10 booth in a career-fair hall, and the problem was posture: at a professional conference Pernod needed to read as an employer and an investor in the room, not as a brand advertising at it.

The answer was Craft Your Legacy — a career line rather than a drinks line, an arched portfolio wall lit like a display case, leather and navy instead of bar graphics, and a QR code going to open roles rather than a product page. I directed the environmental design and the artwork through to production files.

Renders, floor plan, the TV stand graphic and the counter wrap production spec — what the fabricator built from.

Set the creative direction and designed the environment: the arch, the portfolio wall, the material palette, the signage and the artwork files that went to the fabricator. I worked the install with the vendors on the floor and walked the finished booth with the client before the doors opened.

The visuals were made by hand and AI-assisted, mine throughout. Every stock element in the artwork was generated in Midjourney rather than licensed, so the bottles, textures and backgrounds are original to the build.