As the lead designer for the Madden Cruiser Bus activation tied to the special edition release of Madden, I was responsible for implementing the visual language provided by the Madden team across the entire on-site experience. My role focused on bringing that creative direction to life through the setup of the activation space, which included interactive gaming stations, branded prize giveaway areas, and engaging fan touchpoints surrounding the bus. I ensured all visual elements—from signage to gaming environments—were cohesive and on-brand, enhancing the energy and excitement of the event. The activation created a dynamic, immersive space where fans could connect with the game, compete in live matches, and walk away with exclusive prizes, all within a visually striking and interactive atmosphere.