Live experiential activation built with Illuminarium to launch Taco Bell's Diablo sauce — not a concept deck, but a full room-scale environment that shipped, opened, and converted. Brand energy translated into spatial storytelling: Baja and surf-themed rooms, bodega moments, and motion assets cut for large-format projection across stadium-grade surfaces. The launch landed as one of Taco Bell's most successful Diablo sauce moments, turning a product drop into an immersive cultural event audiences could walk into and post out of.
