OmniQuest
Event Design
Translating complicated concepts into an engaging B2B event experience.
Role:
Senior Art Director
Senior Art Director
Client:
The Trade Desk
The Trade Desk
Year:
2025
2025
Context
TTD Presents: Omnichannel brought together 73 attendees in Singapore, 46% of them senior brand-direct clients from major names including Agoda, Booking.com, Hilton, Lenovo and Standard Chartered. The event centred on The Trade Desk's Omnichannel Report, with sessions from partners at OMD, Publicis Media and Spotify, and a keynote talk exploring how audiences experience ad fatigue in an over-fragmented media landscape.
Challenge
A room of senior marketers sitting through report data and keynote decks doesn't retain an abstract argument the way it retains an experience. The event needed a way to make the report's core finding - that connecting three or more channels drives stronger campaign performance - tangible and memorable, not just presented.
Craft
I designed OmniQuest, a life-size board game activation built to physicalise the report's argument: attendees rolled oversized dice and moved across a giant game board, collecting channel tokens to represent the compounding benefit of an omnichannel strategy, while risking "ad fatigue jail" - a mechanic that turned the report's central problem (audience fatigue from fragmented, poorly connected campaigns) into something players could feel the consequences of in real time, not just hear about.
The concept went through multiple rounds of testing and refinement with the team to get the game balance and pacing right for a room of senior marketers rather than a room of gamers - rules and rounds had to be simple enough to pick up in minutes between conference sessions, while still making the "more channels connected, better outcome" logic land clearly.
Outcome
The event drove strong results across the board: 8/10 attendees said the event improved their understanding of omnichannel strategy, roughly half indicated they were likely to increase their Trade Desk investment as a result, and content was rated positively by 100% of attendees, with 1 in 3 rating it excellent.
OmniQuest itself was rated good or excellent by 60% of attendees, with around a third of all attendees playing the game during the event — a strong direct engagement figure for a single activation competing for time against a full day of content and networking.
Context
TTD Presents: Omnichannel brought together 73 attendees in Singapore, 46% of them senior brand-direct clients from major names including Agoda, Booking.com, Hilton, Lenovo and Standard Chartered. The event centred on The Trade Desk's Omnichannel Report, with sessions from partners at OMD, Publicis Media and Spotify, and a keynote talk exploring how audiences experience ad fatigue in an over-fragmented media landscape.
Challenge
A room of senior marketers sitting through report data and keynote decks doesn't retain an abstract argument the way it retains an experience. The event needed a way to make the report's core finding - that connecting three or more channels drives stronger campaign performance - tangible and memorable, not just presented.
Craft
I designed OmniQuest, a life-size board game activation built to physicalise the report's argument: attendees rolled oversized dice and moved across a giant game board, collecting channel tokens to represent the compounding benefit of an omnichannel strategy, while risking "ad fatigue jail" - a mechanic that turned the report's central problem (audience fatigue from fragmented, poorly connected campaigns) into something players could feel the consequences of in real time, not just hear about.
The concept went through multiple rounds of testing and refinement with the team to get the game balance and pacing right for a room of senior marketers rather than a room of gamers - rules and rounds had to be simple enough to pick up in minutes between conference sessions, while still making the "more channels connected, better outcome" logic land clearly.
Outcome
The event drove strong results across the board: 8/10 attendees said the event improved their understanding of omnichannel strategy, roughly half indicated they were likely to increase their Trade Desk investment as a result, and content was rated positively by 100% of attendees, with 1 in 3 rating it excellent.
OmniQuest itself was rated good or excellent by 60% of attendees, with around a third of all attendees playing the game during the event — a strong direct engagement figure for a single activation competing for time against a full day of content and networking.
