In 2008, Vimeo launched Staff Picks to highlight standout videos. Ten years and 15,000 picks later, it had become a global badge of honor for creators and indie filmmakers.

To celebrate at SXSW, we created The Decade—an immersive theater showcasing the 100 most iconic Staff Picks. Every detail, from the carpet to fully themed rooms, drew inspiration from films like Hi Stranger and Marcel The Shell.

I contributed across the entire activation—from creative conception to experiential production (even living on site during the build and festival). I oversaw content capture, branded videos, animations, and event recap films. I also directed live keynotes and panels featuring guests such as Kirsten Lepore, The Daniels, and Danny DeVito.