MTV Scratch collaborated with General Motors for “Millennial Con”, a weeklong immersive workshop designed to educate GM employees about the millennial market. Taking place at GM's corporate headquarters in Detroit, Michigan, MTV Scratch transformed the space with a complete headquarter makeover, creating a environment for learning and creativity. A unique workshop area was set up to host educational talks, hands-on workshops, and innovative experiences tailored to understanding millennial consumer behavior. Large-scale billboards were also placed throughout the headquarters to reinforce key insights and themes, turning the entire facility into a visually engaging and thought-provoking space.

As the supervising art director, I was responsible for overseeing the design, billboard art direction and the creation of the workshop space. This overall aesthetic and visual communication of the event, aligned with the project’s goal of engaging GM employees and educating them about the millennial market in a dynamic and memorable way.