To celebrate and promote the launch of Dr. Seuss’s famous tale, Green Eggs & Ham, on Netflix, I custom designed an environment built from scratch in a barren parking lot in Hollywood. Meepville, the featured town on the new series, offered a Hambulance giving out treats and new things to try, Guy’s invention park full of springy robotic arms and LEGOs galore, a create-your-own friendship bracelet table, a custom design and built broken-open Chickeraffe cage with danger signs, and even a Subway “Sam”wich machine, giving out fresh green eggs & ham sandwiches.

Guests were invited for a full day of activities and excitement, starting with the “green carpet” premiere with a hand-styled, greenery and ham filled backdrop showcasing the new show’s and Netflix logos alike. In Meepville, young and adult alike explored and invented in the zany world, and then moved into the screening room for the world premiere of the first couple of episodes of the animated series, not without screeches from the Chickeraffe.

Role: Chief Creative Officer @ ROCK+PAPER. Directed and concepted for the world of Seuss, lead the environmental design and guest experience based on the series’ wacky style, built graphic identity for environmental and digital application, handled final execution and onsite build and styling.