A Gen Z-fueled arcade experience turning Liquid Death’s mission into mayhem.
Skillz Experiential Design Social Media Strategy Environmental Messaging Collaborative Design
MAS TEAM Annabelle Ward - Production Antonia Swenson - Accounts Ethan (Joshua) Gonzales - Design Macy Ryan - Production. Tara Rose O'Connor (ME :) - Design Zahra Lakdawala - Marketing
Alexandra Aviv - Project Coordinator Josh Hernandez - Manager
Welcome to an immersive event concept built to bring Liquid Death’s anti-plastic mission to life—with all the attitude Gen Z loves and the viral energy the brand thrives on.
While at MAS, the residence team was challenged to create a one-of-a-kind experience for Liquid Death—originally just to present internally. But surprise… we were soon pitching it directly to the Liquid Death team. No pressure.
The event was set to run for three days in both London and New York—right over the holidays. The target? Gen Z. The message? “Sell your soul” (aka, give us your email).
After diving deep into Liquid Death’s brand, we found a surprisingly inclusive core beneath the chaos. So instead of leaning into typical holiday themes, we tapped into a more honest Gen Z mindset: the world feels like it’s crumbling, and sometimes it feels like all we can do is escape. So we built a space where escaping actually does good.
Enter the Annihilation Arcade—a dystopian, over-the-top experience where every game token donates $1 to a cause tied to the game. In true Liquid Death fashion, we designed arcade games that absolutely should not exist—but all for a killer cause.
As one of the graphic designers, I co-led the visual direction—crafting every touchpoint from branding to environmental design to social assets. Our concept, Annihilation Arcade, captured the brand’s bold, irreverent spirit while staying true to their core mission: GAME OVER for plastic.
Stylized map of experience
Help save the environment one Dasani deer at a time!
Players the opportunity to remove these poor pollution-stricken sea animals from their plastic filled home.
Introducing Liquid Deaths first original VR game
VR Exterior will be located in the middle of the arcade for viewing pleasure
It wouldn’t be a true arcade without throwing it back to the classics, so we made them with a Liquid Death twist
Stop at the Murder Memories photo booth on your way out. Choose from a variety of stickers, filters, and mods to alter your photos for a truly unique takeaway.
The game where you can release your explosive rage on the top pollution culprits of our time.
Toss crushed up Liquid Death cans down the alley, landing them in one of the tempting Recycling Glory Holes.