San Diego
Comic-Con 2024

Nickelodeon and Paramount+ worked in tandem to celebrate SpongeBob’s 25th anniversary. Aiming to be a cornerstone for fans at the convention, the goal was to take over key placements to keep SpongeBob on Paramount+ top-of-mind throughout the weekend while also speaking to the unique audience SDCC brings.

We partnered with Big Outdoor to take over the Hard Rock hotel, inside and out, and Mary Jane’s restaurant. We also had help from Giant Spoon to bring positivity in the form of a giant SpongeBob water fountain.

I helped translate SpongeBob’s signature optimism into large-scale environmental graphics, outdoor media, and experiential moments that turned downtown San Diego into an immersive Bikini Bottom celebration—equal parts nostalgia, joy, and pure fan energy.