I produced Discord's landmark activation at Tokyo Game Show (TGS) 2024, the brand's most ambitious experiential build to date and a bold recommitment to gaming on the world's largest gaming stage. That commitment extended beyond the booth floor: I traveled to Japan to oversee on-the-ground execution firsthand, and collaborated closely with a Japanese agency throughout, putting in plenty of late nights to align across time zones and make sure every detail landed.

I oversaw the full booth production, including bespoke merch (Kaju Whumpus plush, water bottle branded chips, a custom newspaper, and staff uniforms), and negotiated Daigo Umehara's participation and compensation in the crown jewel of the activation, the Legendary Challenge stunt.

The stunt hinged on a delightful secret: Daigo, one of the most celebrated Street Fighter players in the world, would be disguised inside the Wumpus costume and take on challengers in Street Fighter 6 without anyone knowing who they were really up against. On September 28th, Public Day 1, the event unfolded in three acts. From 10:00 to 10:30 AM, Wumpus faced off against general attendees. From 10:30 to 11:00, influencers and pro gamers stepped up to the challenge. Then at 11:00 AM, the big reveal: Wumpus unmasked as Daigo himself, followed by a live stage session with Daigo and Dogura speaking to a captivated crowd about their love for Discord. The full showdown was streamed live on stage monitors and Discord's server, with one participating creator amassing 100K views by end of day. Participants who survived the challenge had the chance to win a Wumpus Mic or a free Nitro annual subscription.

The activation drove 8,709 booth visits, 17,802 pieces of distributed merch, 23 B2B meetings (including a $500K Quest deal close), and nearly 70 pieces of local press coverage. The campaign was later recognized with a 2026 Chief Marketer IGNITE Award, named Best Tradeshow Exhibit/Experience Program.