South Park hadn’t shown up at San Diego Comic-Con in nearly a decade. When creators Trey Parker and Matt Stone returned for Season 27 — and a Hall H appearance alongside Mike Judge and Andy Samberg — the moment demanded more than a panel. It demanded a fan experience as bold, irreverent, and unapologetically weird as the show itself.

As Creative Consultant for Superfly, I helped South Park Studios translate that brief into a large-scale, two-day fan activation at Quartyard — a chaotic, joyful playground celebrating 30 years of one of television’s most culturally defiant franchises. The creative challenge was specific: South Park is a show with a fiercely distinct visual identity owned by its creators. My job was to bring experiential structure, strategic thinking, and audience insight to the brief, while the South Park team brought the irreverence and the art. The result was a genuine collaboration between experiential expertise and creative IP — interactive photo ops, exclusive merch, trivia, karaoke, and a cosplay contest, all designed to drive participation, create shareable moments, and generate cultural buzz.

The fan activation worked in concert with the Hall H panel — where Parker and Stone received an Excellence in Animation award — to create a 360° SDCC presence that honored longtime fans and generated fresh momentum for Season 27.

ROLE
Creative Consultant
at Superfly

WORKSTREAMS
  •  branding
  •  content
  •  digital
  •  experiential
  •  giveaways
  •  integrated marketing
  •  social