I led the creative development of the CancerLinQ booth experience through Pop Squid MKG, working closely with CancerLinQ and ConcertAI marketing and creative leadership. Using Freeman's physical exhibit layout and technical renderings, we developed the visual treatment and translated solution messaging across a large-scale environment designed for brand visibility, product demonstrations and prospect engagement. I managed the creative process across multiple stakeholders, incorporating input from marketing leadership and solution managers while directing design revisions through final approval and production. The work required balancing brand and messaging priorities with detailed physical specifications, ensuring creative worked effectively around monitors, demo stations, meeting areas, doors and other structural elements. For the same ASCO event, I led production of an animated ConcertAI video. Working from a client-provided storyboard and creative reference, I collaborated with the Senior Creative Director to establish the desired animation approach, directed execution and revisions, and managed the piece through final approval. I also supported the team onsite at ASCO, assisting with exhibit setup, engaging attendees on the show floor and supporting event activities throughout the conference.