The Context: "You can't automate what you don't understand." While my focus is now on systems architecture, my background is rooted in the reality of live production. Another A Story is known for executing flawless, elevated experiences for brands like Dior and YSL. Supporting their team on the ground provided the tactical context I now use to build better tools.

The Activation: For the Laneige Next-Gen Hydration launch in the Miami Design District, I joined the on-site production team to support a high-touch influencer and consumer activation. The scope included personalized skincare assessments, masterclasses, and complex product interaction points.

The Trench Work: I managed the physical realities that software often ignores: load-in logistics, rapid activation resets, guest flow management, and real-time vendor coordination. This "boots on the ground" experience ensures that the digital systems I build today are resilient enough to survive the chaos of a live event.