:The Cathy Exhibit:
ROLE: Art Director
THE BRIEF BRIEF: Turn boring annual personas presentations into an exciting interactive educational experience.
DoubleDown Casino presented us with one of the least exciting briefs imaginable. An internal personas project to help employees better understand their target audience. Rather than defaulting to another forgettable slideshow with craft beer and pizza, we created The Cathy Exhibit.
This immersive installation recreated the living room of their most dedicated player, Cathy, right in the heart of DoubleDown’s corporate office. Employees were encouraged to explore the space, discovering hidden details about Cathy and her family through strategically placed Easter eggs.
To reinforce engagement, we hosted a Cathy-themed trivia night, where employees were quizzed on details like, Which days does Cathy pick up her grandson from soccer practice? What heart medication does her husband take? Which Tom Petty CDs does she own? Winners walked away with cash prizes and complimentary cocktails.
By humanizing their audience in an interactive, memorable way, we transformed how employees related to the people they were marketing to—turning a dry data exercise into a company-wide experience.
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