Summit Series


Salt Lake City, Utah

7000+ square foot facility taken over for TNF's braintrust and 300+ select guests, retailers, and media to kick off Outdoor Retailer week in Salt Lake City, Utah.

The private event featured a Summit Series / The Other Way introductory & storytelling area, 4000 square foot hangar style collection showcase area, 360 degrees of environmental visuals and graphics, dedicated Oculus Rift VR experience room for early virtual screenings of Camp4 Collective’s 360 expedition of their Langtang National Park trip in Nepal, as well as a R&D warroom, and product showroom.

Event guests were also treated in meeting the expedition's adventurers and photographers were on hand and left with a limited set of photo prints by expedition photographer David Goettler specially run for the unique launch. 

SLC hospitality was extended with catering and beverages provided by locally sourced farm-to-table providers and multiple craft breweries/ wineries. From initial setup to final breakdown, the event was executed and completed within a swift 48 hours.


Strategic Planning


Full experiential development and visual storytelling woven across environmental, display, fixture, interactive. To assist in organizing an event with a multitude of moving parts from production, decor, lighting, interactive, press, and even catering, I developed an in-depth production guide that was utilized as a detailed resource for multiple teams in maximizing coordination and overall execution from start to finish.


Spatial & Exhibit


Elevating a space

Presentation concepts, spatial design, and visual planning across the multiple spaces across the event and venue. Concept, development, and iterations for visual displays and environmental graphics including product stands, lighting, and furnishings.


Interactive & Digital


Extending the explorations

A few of the initial ideas for showing off new technical innovations, virtual content, and the lengths in which TNF has gone to redevelop their new Summit Series offerings across multiple digital devices. Explorations included a potential augmented reality experience to microsite presentations via touchscreen kiosks, as well as a customized cardboard VR viewer for viewing the recent expeditions virtually.


Production Stills

Handfuls of Hustle, Moving Mountains.




Agency: SuperTopSecret
Creative Direction & Event Design: Dan Dejos
Production Director: Jason Kimball
Production: Brooke Durow, Charlotte Jarrard

Lookbook / Poster Design & Direction

Agency: Sid Lee
Creative Director: Kristian Manchester
Art Director: Simon Chénier-Gauvreau
Designer: Lian Benoit

Special Thanks:

Publik Coffee, Big Picture Color 

The North Face

Senior Directors: Ann Krcik, Scott Fedje
Director of Digital Marketing: Eric Oliver
Brand Manager: Kevin Hogan
Art Director: Caleb Brown
PR Manager: Lindsey Sine

Climbers: Conrad Anker, Renan Ozturk, Hilaree O’Neill, David Goettler

Nepal Virtual Experience & 360 Content

Camp 4 Collective, Jaunt VR