Abel McCallister Abel

Abel McCallister Abel We create imaginative experiences that engage and inspire.

Tic Tac brought a refreshing pop-up experience to Lollapalooza. Festival-goers took a moment to escape the heat inside t...
08/21/2024

Tic Tac brought a refreshing pop-up experience to Lollapalooza. Festival-goers took a moment to escape the heat inside the activation, where they scored friendship-bracelet-making kits filled with colorful beads inspired by Tic Tac flavors. Guests could also make personalized Tic Tac packages at one of two Tic Tac flavor bar, and snap photos in colorful areas inspired by Tic Tac flavors: Orange, Mint, Tropical Adventure, and Strawberries & Cream.⁠⁠
Strategy | Design | Print | Fabrication | Production

To launch their new Barista Lovers product,  embarked on the Planet Oat Barista Lovers Coffee Tour.⁠⁠To kick off the tou...
04/18/2024

To launch their new Barista Lovers product, embarked on the Planet Oat Barista Lovers Coffee Tour.⁠⁠
To kick off the tour, ABEL created a pop-up experience in Chelsea Market, which included both a media night with special guest Jason Mraz, and a consumer experience. As attendees entered, they found themselves in a cozy, homey coffee bar. Everywhere they looked, guests found classic, home-y accents to emphasize the at-home benefits of Barista Lovers. Attendees were served a latte or a cappuccino, and could decorate their coffees with coffee stencils.⁠⁠
Creative Strategy | Design | Fabrication | Event Production

To launch their new Barista Lovers product,  embarked on the Planet Oat Barista Lovers Coffee Tour.⁠⁠A large inflatable ...
04/16/2024

To launch their new Barista Lovers product, embarked on the Planet Oat Barista Lovers Coffee Tour.⁠⁠
A large inflatable was crafted in the style of a charming coffee house. Consumers stopped in to escape the cold and enjoy coffees, treats, and smoothies made with Planet Oat in Boston, Washington D.C., and Philadelphia. Over 3,000 individuals attended the events, with some traveling from as far as an hour away to enjoy the experience.⁠⁠
Creative Strategy | Design | Fabrication | Event Production

To celebrate the U.S. launch of Kinder Chocolate,  hosted an immersive, New York pop up to encourage all, both child and...
04/04/2024

To celebrate the U.S. launch of Kinder Chocolate, hosted an immersive, New York pop up to encourage all, both child and parent, to, “Let Your Kid Flag Fly.” As guests explored the space, they discovered the four elements of what makes Kinder Chocolate so special: its smooth chocolate, creamy center, breakable bricks, and shareable bars. ⁠⁠
Taking place at , the 10,000 sq. ft. pop up featured a chocolatey biking challenge, a giant “walkable” piano, a Kinder Throne photo op, Flag Creation Station, and a Kinder Chocolate sampling station. Guests crafted their own Kid Flags at the Flag Creation Station, then watched in delight as a digital version was generated and flown across a giant LED screen.⁠⁠
Creative Strategy | Design | Fabrication | AV | Event Production

During the Big Game, the    ignited a Hellmann's craze by using the magic touch of mayonnaise to save leftovers and turn...
04/02/2024

During the Big Game, the ignited a Hellmann's craze by using the magic touch of mayonnaise to save leftovers and turn them into delicious dishes.⁠⁠
In collaboration with Hellmann’s Big Game spot, ABEL created replicas of the Big Game football stadium to be sent to media and influencer partners. Once open, the Mayo cat could be heard mayo-ing to recipients from within. The mailers included Mayo Cat oven mitts, a Mayo Cat t-shirt, and a custom engraved Hellmann’s baking dish. Once empty, the stadium mailer transforms into the perfect serving tray for any Big Game party 🏈⁠⁠
Creative Strategy | Design | Fabrication

To promote their line of Bondbar products,  took to the streets of New York during   in a mobile Fashion Week Hair Repai...
03/28/2024

To promote their line of Bondbar products, took to the streets of New York during in a mobile Fashion Week Hair Repair Station. ⁠⁠
The Bondbar truck traveled to three different locations: Chelsea Market, Spring Studios, and South Street Seaport, where it offered New Yorkers nearly $50 in free hair care products. Guests received the repair system for all hair types (including the award-winning Bonding Pre-Shampoo, Bonding Shampoo, Bonding Conditioner, and Bonding Styling Cream), and one custom item of their choice based on personal hair goals.⁠⁠
Creative Strategy | Design | Fabrication | Event Production

Coffee got Bueno for New Yorkers on National Coffee day when a  x  partnership offered passersby cans of Lavazza Cappucc...
03/26/2024

Coffee got Bueno for New Yorkers on National Coffee day when a x partnership offered passersby cans of Lavazza Cappuccino Cold Brew and Kinder Bueno Chocolate. ⁠⁠
The Unwrap & Unrush cart and Kinder x Lavazza photo opp visited the World Trade Center and South Street Seaport.⁠⁠
Design | Fabrication | Production

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