Led the design, build, and delivery of a first-of-its-kind unboxing experience for Sony’s flagship headphone launch. Challenging the lack of brand control in at-home unboxing, we created a paced, immersive reveal that transformed a typically rushed moment into a designed experience. Working across a network of specialist production partners, I guided the end-to-end pipeline—crafting a system that built anticipation and elevated the final product reveal.