Fans solved timed clue drops together on a live digital hub and U.S. map.
Hunters drove to real locations across the country to chase idols.
They found actual hidden Survivor idols, met alumni, and helped strangers.
Players took on co-branded games and shared the hunt online.
Tool Experience builds the thing worth talking about.
Then we shape how it's shared.
Sometimes it's an earned stunt. Other times it's a fully designed flagship activation.
We fuse experience design, event production, and creative technology to turn moments into emotion, memory, and attention that sticks.
We've picked up some of the shiniest trophies on the biggest stages — but our clients hire us for the work, not the hardware.
Wake Up with Craig · AT&T
We turned a comedian into an AI alarm clock
2025 Telecom
AT&Twantedtoconnectwithsmall-businessownersinawaythatfeltauthenticandenergizing—somethingpeoplewouldactuallylookforwardtousingeveryday.
A faux 'Craig is retiring' stunt — a club mic-drop and Los Angeles billboards the internet believed — before the reveal: Craig wasn't leaving, he was pivoting from telling jokes to telling time.
AnAI-poweredalarmclockthatgreetsasmall-businessownereachmorninginCraigRobinson'svoice—personal,motivational,andjustunhingedenoughtofeellikeafriendgrabbedthemic.
We turned Craig Robinson into a product — an AI hype machine that wakes small-business owners up every morning.
56PMOwners woke up to original Craig content — lines, riffs, and songs — different every morning.
impressions
functional units shipped
days of content
It shows Tool can turn a brand's value — and a celebrity's personality — into a real product people use daily, with the AI doing the heavy lifting behind a simple, human morning ritual.
Survivor 50 Challenge · CBS
We hid 50 idols acrossall 50 states& sent America hunting
2026 Entertainment · Media
TocelebrateSurvivor's50thseason,CBSwantedmorethanafanactivation—awayforpeopleacrossthecountrytostepintothegameforreal.
Survivor's milestone 50th season — and a fandom hungry to participate, not just spectate.
Solvecluesonline,drivetoareallocation,andfindanactualhiddenSurvivoridol—earningyourwayintothemilestoneseasonitself.
We turned the 50th season of Survivor into something fans could do, not just watch — a hunt for real idols across all 50 states.
fans across the country
activations
states
days
Social Views
Digital Engagements
Alumni Attended
It shows Tool can turn a beloved show into a national, participatory event — running a massive live operation that feels effortless to the fan, and converting an audience that watches into one that plays.
Hoka x The Speed Project · HOKA
We gutted a vintage Airstream and rebuilt it as a roaming desert post office
2026 Sports
HOKA'sopportunityatTheSpeedProjectwasn'ttoimposeabrandedactivation,buttobuildatrueextensionoftherace'sculture—somethingrunnerswouldencounter,enjoy,andbelieve.
The Speed Project: an unsanctioned, spectator-less race from the Santa Monica Pier to the Las Vegas Strip — and the Mojave Desert Postal Service that's become an icon of its culture.
Aroamingdesertoutpostwhererunnerscouldpause,grabcoffee,andsendamessagewithspeed—written,typed,orspoken—leavingtheirownfragmentintherace'sstory.
We helped HOKA earn a place inside running's most mythic underground race — by building something runners would swear belonged there.
Runners hit the outpost at packet pickup, then again deep in the desert.
It shows Tool can read a subculture closely enough to add to it — building a branded object so credible it becomes part of the event's own mythology, and a reusable asset long after.
CoreWeave — Event Expressions · CoreWeave
We gave a B2B cloud company a body
2026 Technology · B2B
ComingoffablockbusterIPO,CoreWeavewantedtogobeyondaB2Bmomentandturnheads—andtoshowupphysicallyandexpressivelyforthefirsttime.
Nvidia GTC — 'the Superbowl of AI' — a noisy field where CoreWeave needed to stand out and own the conversation.
AtthebiggestAIconferenceoftheyear,guestscouldstepuptoawalland'becomeanything'—arobot,aquantumjelly,askeleton—andwalkawaywithavideotoshare.
We gave CoreWeave its first physical form — and turned a cloud-infrastructure company into the booth everyone at the AI Superbowl wanted to be at.
Guests stepped up to a real-time AI mirror and 'became anything' — a robot, quantum jelly, or skeleton — then shared the video.
It shows Tool can give an abstract B2B company a physical, expressive identity — one that scales across events and turns infrastructure into something a whole industry gathers around.
The talent
Experiential Directors
Experience Director
Providence, RI
Kelly Knapp
An award-winning Experience Director whose work spans experience design, master planning, architecture, and fabrication — turning space into emotion at the largest scale. She teaches at RISD and co-founded The Wurks.
Selected work
Recognition
Adweek Creative 100
Filmmaker · Multimedia Director
GMUNK
A filmmaker and visual artist whose signature blend of sci-fi worlds, psychedelic palettes, and practical effects has made him one of the most distinctive multimedia directors working today.
Artist · Interaction Designer
Tokyo
Daito Manabe
Co-director of Rhizomatiks, working at the edge of body, data, and code. His R&D-driven practice fuses performance and technology for the world's most ambitious artists and institutions.
Recognition
Cannes Titanium Grand Prix · Ars Electronica · D&AD Black Pencil
Thank you
