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In 2022, Mtn Dew returned to All-Star Weekend as one of the premier sponsors. I led the team that developed their activation, The Block, in collaboration with Ruffles. Over the course of three days, basketball fans were entertained by hosts Mouse Jones and Druski, rapper Gunna, and a bevy of NBA and WNBA stars. Within the space, fans could also win MTN DEW x MIDWEST KIDS clothing, enjoy MTN DEW cocktails, play games, and sip MTN DEW cocktails. The programming was also live-streamed on Twitter.

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