Taylor Katai

Dir, Strategy
Giant Spoon

Originally a Theater Major at UC Irvine’s Claire Trevor’s School of the Arts, I went on to have over 10 years of experience in marketing and production in the Entertainment industry with an emphasis on content and large scale events.

First working as a producer for large scale black tie galas’ for Non-Profit organizations such as Susan G. Komen, I then focused on marketing for film, television, music and fashion. Working for Simon Fullers’ 19 Entertainment and then his next venture, XIX Entertainment. There I developed television programming, live events, and Fashion Week presentations for Victoria Beckham.

From producing content and events there, I went on to work at NBC where I was responsible for creating content and all messaging strategy working to create marketing that acted as an extension of the creative programming to immerse audiences in order to establish a different form of marketing than traditional on air promos. This included developing content for experiential activations such as Heroes Reborn at San Diego Comic Con in 2015 and Timeless At San Diego Comic Con 2016.

Now working at Giant Spoon, the team responsible for numerous large scale, immersive and interactive experiential activations, my focus is on continuing to build out these types of events and have worked to define our strategic and creative approach for our company as a whole. Working to pitch all of our clients experiential marketing, I focus on educating them on the values of this experience as well as develop full creative concepts for every project we work on for each of our clients.

Currently, we are in the middle of executing a production for STXfilms’ The Happytime Murders, which is an immersive experience where guests get to see what it’s like to live in a world where puppets and humans live side by side. We sold out the event in three days after announcing to the public and will have over 2,000 guests come through this weekend alone.

Our approach to experiential is to create an immersive theater experience full of rich characters and storylines that help connect audiences directly to a property by allowing them to experience it for themselves in a tactile and interactive manner. It is a personal mission of mine to introduce all brands to the opportunities experiential has to offer.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.