Falcon’s Nest

For the AFC Asian Cup, we brought the Falcon’s Nest to life—a massive fan zone in Doha created for the Saudi Football Association. I led the art direction and execution of the entire space, developing a comprehensive toolkit of graphic elements and photography used across both the physical environment and digital platforms. This toolkit guided everything from large-scale installations to digital executions. I also collaborated with a team of digital designers who used the assets to develop a companion app deployed during the activation. Every design element was crafted as part of a cohesive whole, contributing to an immersive experience that drew over 100,000 fans during the tournament.