NEW YORK COMIC CON

Role: Senior Art Director x Designer alongside Hyun Seo Yoo

The Brief: Establish TikTok Shop as the go-to platform for collectibles with a major physical activation at the historic New York Comic Con.

Problem: TikTok Shop was new in the United States — it needed to convert 200K+ pop culture fans into sellers and buyers while competing for attention on a packed convention floor. A digital-first platform had to prove it could hold its own in a physical, experiential space.

Insight: Location and spectacle matter more than signage. If you're one of the first things people see when they walk into the Javits Center, and the experience is compelling enough to stop foot traffic, the platform sells itself. The booth needed to feel like an event within the event.

Design Intent: We secured a prime 30x50 booth positioned as one of the first activations attendees hit when entering the Javits Center. I led the visual identity and event experience alongside Hyun Seo Yoo — designing everything from environmental graphics to digital assets, with sponsors like Crocs, HeyDude, and Pringles integrated into the booth experience. We brought in legendary Pokémon illustrator Mitsuhiro Arita for live card signings while top creators livestreamed and sold products in real time, bridging physical spectacle with TikTok Shop's core commerce experience.

Outcome: $1MM in revenue, 100 seller leads, 200K+ consumers reached.