A.V.A Fest | SDCC'24
Client
ABC
Type of project
Experiential Design
Timeline
Location
San Diego Comic Con
Company
Creative Riff
July 2024
Contributions
Creative Strategy, Experience, Marketing, Activation Experience Design, Content Writing, Creative Storytelling, Print Proofing, Creative Production and Execution, 3D Design, Graphic Design, Deck Design, Element Sourcing
Softwares
SketchUp, Rhino, Adobe Photoshop,
Adobe Illustrator, Google Sheets,
Google Slides
Project Brief
ABC’s “Abbott Elementary” returned to San Diego Comic-Con with a growth mindset and an experience inspired by a storyline moment in the series: “A.V.A. Fest.” This living love letter to the show sprawled across 20,000 square feet and featured Abbott staff personalities, carnival rides, circus- and festival-inspired engagements, as well as Easter eggs for consumers ahead of the season four premiere. But what captured hearts and minds was a vibrant color palette, playful fonts, and vintage circus-inspired character illustrations in addition to details like brick walls and chalkboards that tied these carnival elements back to the familiar world of Abbott Elementary, and “grounded” the fantastical setting in a place that fans instantly recognized.
About the experience
At San Diego Comic-Con, A.V.A. Fest sprawled across 20,000 square feet, transforming Abbott Elementary into a vivid, larger-than-life experience. The event was a love letter to the show, fully immersing fans in the vibrant personalities of the Abbott staff, inspired by two beloved episodes featuring A.V.A. Fest. This celebration not only transported fans into the heart of the series but also served as a thrilling promotion for the highly anticipated season 4 premiere.
Designed to maximize the open-air environment, the festival boasted an array of lively games, rides, and interactive elements.The visual branding of A.V.A. Fest took cues from the dazzling world of circuses, carnivals, and festivals. A vibrant color palette, playful fonts, and vintage circus-inspired character illustrations gave the event its whimsical, energetic vibe. School-themed details like brick walls and chalkboards tied these carnival elements back to the familiar world of Abbott Elementary, grounding the fantastical setting in a place fans instantly recognized.
As guests entered through an eye-catching carnival archway, they were greeted by a glowing A.V.A. Fest sign and playful stilt walkers in striped costumes. Just ahead, a giant slide spilled into a ball pit adorned with colorful balloons, anchored by a 15-foot cut-out of Principal Ava Coleman herself, perfect for capturing shareable, Instagram-worthy moments. In the distance, the towering 40-foot “Finest One in First One Out” Yo-Yo Swing, draped in fluttering flags, offered a thrilling ride for the brave-hearted and quickly became a fan favorite for social media.
A.V.A. Fest truly captured the essence of Abbott Elementary, turning it into an interactive carnival filled with games and experiences designed around the beloved characters. In Ms. Teagues’ “Reach For The Stars,” fans tested their strength to win an inspiring quote, while Gregory’s Garden Goofballs invited participants to embrace the unexpected by planting paper flowers, inscribed with advice from their mentors, sponsored by Crayola Kindness Markers. Melissa’s “MVP Showdown” turned up the competition with a water shooter game that saw fans racing their favorite faculty members to the top, and Mr. Johnson’s “Closet of Curiosities” offered hidden treasures and quirky show references. Jacob’s “Splash Class” brought laughter as fans dunked PTA staff members. Mrs. Howard’s “Blessed & Pressed” station allowed visitors to create personalized hats and totes with custom patches, embodying the warm, nurturing energy of the character.
The event also brought back the iconic Abbott Elementary school facade, which served as the backdrop for live performances and cheeky PA announcements recorded by the cast. The Eagles Drumline kept the momentum high, blending R&B and hip-hop classics like “Back That A** Up” with Disney favorites such as The Lion King, while engaging the crowd with call-and-response moments that embraced the show’s Philadelphia roots.
Each guest left with more than just memories. Attendees received one of seven collectible cards featuring carnival-themed Abbott characters, along with two tokens. One token granted access to the Abbott Kitchen, where oversized lollipops and cotton candy in creative flavors like Cannoli, Philly OG, and A Berry Abbott Festival were on offer. The second token unlocked Barbara’s “Blessed & Pressed” station, where fans could choose between five hats or a tote, each one customized with a patch, creating personalized Abbott swag to take home.
A.V.A. Fest wasn’t just an event it was an immersive celebration that perfectly captured the heart and humor of Abbott Elementary, bringing fans closer to the world and characters they love.