Cyber Shield
ART DIRECTOR · EXPERIENTIAL DESIGN · BRAND ACTIVATION · INTERACTIVE DESIGN · IMMERSIVE EXPERIENCE · POP-UP DESIGN · GAMIFICATION · PARTNERSHIP BRANDING · VR/MOTION TRACKING · LEAD GENERATION
Problem
At RSA Conference, PwC needed to spotlight its GenAI cybersecurity partnership with Microsoft in a way that would cut through show-floor noise for a highly technical audience.
Solution
Concepted and art-directed a street-level activation: a branded glass box truck pop-up parked outside the Moscone Center, housing a fast-paced cyber defense game built with an external development partner. Using a custom Vive 3.0 Tracker setup and inspired by Beat Saber and Fruit Ninja, players raced to identify and eliminate high, low, and no-threat bug variants, simulating the chaos of a real-time cyber attack.
Outcome
QR lead capture, live leaderboards, and daily high-score swag rewards drove engagement, while the gameplay itself demonstrated how GenAI-powered tools help modern IT teams detect threats faster and stay ahead of an evolving security landscape.
