The TikTok Clubhouse was an in-person, immersive content hub hosted during Super Bowl LX weekend to bring the energy of the ‘For You Page’ into a live environment. Designed as a real-world extension of the platform, the space functioned as a high-impact networking & production engine where creators, brands, athletes, and influencers gather to collaborate and generate real-time content tied to the biggest sporting moment of the year. The multi-day experience included layered programmatic elements such as an open lounge environment, curated dinners, deep-dive workshops, and a high-energy day party, all designed to drive meaningful connection and continuous content creation.

Built to be highly interactive and content-forward, the Clubhouse features themed, photo-ready environments and live programming that support creator collaborations, brand integrations, and hands-on experiences. As title sponsor, Doritos anchored the overall experience, but the broader footprint was designed to support multiple brand integrations (including the likes of Ulta, Xfinity & State Farm) and continuous content capture throughout Super Bowl weekend.

As Lead Event Producer for TikTok Clubhouse, my responsibilities included:

• Supporting overall event conceptualization in partnership with TikTok’s experiential, brand, and agency teams

• Overseeing end-to-end production across the full Clubhouse footprint, inclusive of sponsor all integrations

• Managing fabrication, scenic, A/V, lighting, and technical vendors from design development through install and strike

• Liaising with talent & performance teams to ensure a flawless run of show

• Developing and executing the multi-day Run of Show to support live programming, creator appearances, and brand moments

• Leading venue management and cross-functional stakeholder alignment across TikTok, sponsors, talent teams, and partners

• Supervising onsite operations, staffing coordination, and real-time troubleshooting

• Maintaining full budget oversight and financial reconciliation across the activation

The result was a seamlessly executed, high-visibility content ecosystem that positioned TikTok Clubhouse as a central hub for Super Bowl conversation.