Abbott Elementary
New Teacher Disorientation
An immersive fan experience for San Diego Comic-Con.
ABC set out to promote their soon-to-be Emmy nominated hit, Abbott Elementary. The workplace comedy needed an activation that would reward their growing fanbase while still appealing to those a bit less familiar to the show.
We created New Teacher Disorientation, putting guests in the shoes of new teachers at Willard R. Abbott Elementary, the show’s underfunded namesake school. Our new teacher attendees tested their knowledge of Philly slang and 90s R&B, received official Abbott credentials, got down with the Abbott Step team, and got the chance to support and recognize real teachers.
Pop quiz in Janine's classroom...
Photo opp at the Abbott school bus...
Attendees get their official Abbott credentials...
Abbott Step team rocks the crowd...
Attendees donate to real teachers' Scholastic wish lists or send a handwritten postcard to a teacher.
Attendees put their 90s R&B knowledge to the test in Mr. Johnson's closet (an ode to a fan-favorite episode).
Character-specific Easter Eggs galore...
