To celebrate Free Fire's 8th Anniversary, this activation merged two global entertainment giants into one powerful experience, bringing the thrill of Squid Game to life through an attention-grabbing immersive live tournament, custom gameplay zones, and a multi-city U.S. tour.
Dispatch Tree was selected to lead full-scale tour production for the Ddakji Master Challenge, a physical interpretation of the Squid Game tile-flip showdown and connecting thousands of Free Fire & Squid Game fans through real-world competition and brand storytelling.
My role as Tour Producer began with pre production with the client in Singapore to discuss locations, layouts, game design, and expectations. I negotiated contracting and was the main point of contact with each event location, and organized load-in and out. I secured all artwork from the client within an incredibly tight deadline and procured all branded booth assets from life-sized character cutouts, to branded rugs, fabric backdrops and counters. Each with its own unique artwork and varying file types necessary for print.
At each location I provided on-site support to ensure seamless event execution. Following each tour day I sent a post mortem email to the client with a data analytics overview, a couple of player testimonials and a recap of the day. I sent 6 event post mortem's and 1 overall event recap email.
We were given 6 weeks to plan and execute this event tour.
