Twitter

Turning a tech conference into a conversation.

CES is built for spectacle. Thousands of brands competing for attention through scale, noise, and novelty. The risk is becoming indistinguishable.

The opportunity was to stand apart by leaning into what makes Twitter unique.

The insight was that Twitter’s value does not come from the platform itself, but from the communities that power it. Sports fans, creators, activists, and cultural voices shaping conversation in real time. The goal was to bring that energy into a physical space.

I led the creation of Twitter Commons, an immersive activation built around the idea of #StartWithThem. Rather than showcasing product, the experience centered on people. Real voices, real conversations, and the communities that define the platform. Each part of the space highlighted a different perspective, inviting attendees to engage, listen, and participate.

The experience drew sustained engagement in a high-traffic environment where most interactions are fleeting.

More importantly, it reinforced a core truth about the brand. Twitter is not defined by technology. It is defined by the people who use it.