New Teacher Disorientation
Pleasing fans and giving thanks to America's teachers.
ABC set out to promote their soon-to-be Emmy-nominated hit, Abbott Elementary. The workplace comedy needed an activation that would reward its growing fanbase while still appealing to those less familiar with 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.
Our installation traveled from San Diego Comic-Con to Los Angeles, where we heralded Abbott's upcoming second season.