Experiential Marketing Campaign
OVERVIEW
At Semihandmade, we converted a retired box truck into a fully branded mobile showroom—an experiential space that rolled up to design events in key cities across the country. We wanted to meet customers where they are—literally. Inside the truck: a full kitchen vignette showcasing Semihandmade cabinet doors, IKEA-compatible systems, hardware, and accessories.
As Creative Director, I led the vision and rollout—from the spatial design of the truck to the storytelling, visual assets, and digital marketing touchpoints that supported the campaign.
GOAL
Semihandmade is a national brand with just four regional showrooms—meaning the majority of our customers can’t experience our products in person. We know that buying a kitchen is a big decision, and people want to see and feel materials before committing. The ultimate goal? Bring the Semihandmade experience to more people.
Build brand awareness in new markets.
Create a shareable, immersive brand moment.
Expand our reach through cross-promotional partnerships.
CREATIVE STRATEGY
To capture attention both IRL and online, we knew the truck had to look incredible and feel unforgettable. I commissioned LA-based Latina artist Daniela Jordan-Villaveces to create a bold illustration full of saturated color, playful pattern, and layered detail—turning the truck into a roving billboard, photo backdrop, and invitation to explore.
As Creative Director, I oversaw the entire project from concept to execution—designing both the interior and exterior, directing photoshoots, and working closely with our marketing team to amplify the tour through targeted social, email, and influencer outreach.
QR codes were strategically placed on sandwich boards, event signage, postcards, and stickers to drive sample orders, contest entries, lead capture, and social sharing.
RESULTS
Three days following an event, we saw an average 5% increase in lead generation, with most coming from QR-coded signage scans.
We gained around 500 new contacts from in-person engagement, and anecdotal feedback was overwhelmingly positive—people loved the experience of stepping inside the truck and seeing the materials up close.
Our social channels got a boost from influencer walkthroughs and user-generated content, especially on TikTok, where playful, behind-the-scenes footage of the truck and artist-led design process drew strong engagement.
