A very Abbott Block Party

Bringing West Philly to San Diego Comic-Con

At San Diego Comic-Con 2025, we brought Abbott Elementary’s signature blend of humor, heart, and community to life with an immersive “Block Party” activation. Designed to feel like a real-world extension of the hit show, the experience transformed a city block into an interactive celebration of education, culture, and connection — all through the lens of Abbott’s beloved Philadelphia neighborhood.

We designed the activation as a full-scale immersive environment—complete with a recreation of the Abbott Elementary school façade, a bustling “Philly street” lined with vendor-style booths, a full-scale Ferris wheel, a collaboration with Rita’s water ice, and live performances echoing the cultural energy of the series. Each zone was crafted to celebrate a core theme of the show: education, connection, and joyful chaos.

From street murals to limited-edition customized merch, pins, and a surprise cast appearance, every touchpoint was built to blend Comic-Con fandom with Abbott’s signature charm. The result was an event that felt both authentic and electric—a celebration of teachers, students, and community that extended the show’s storytelling into the real world. We even took the reins of AI and were able to inject fans into an animated world where the Block Party will live on forever.

My specific roles included the activation branding, experience concepting and touchpoints, and expanding the designs across a 10,000 sq ft footprint with over 300,000 visitors over 4 days.

The Challenge + Concept

The goal was simple but ambitious: capture the joy and authenticity of Abbott Elementary and reimagine it as a tactile, participatory world. We built a full-scale neighborhood scene complete with the Abbott school façade, Philly-style vendor stalls, and live entertainment. Every detail — from hand-lettered chalkboard signage to the curated soundscape of city life — was chosen to immerse visitors in Abbott’s universe while staying rooted in real-world cultural texture.

A Hot View with Cold Water Ice and Cool Friends

And some familiar faces

Conclusion + Reflection

The activation drew thousands of attendees and generated extensive social engagement, becoming one of the most photographed and talked-about experiences at Comic-Con 2025. More importantly, it deepened the emotional connection between fans and the show — not just as viewers, but as participants in Abbott’s world.

All images are property of Creative Riff. All characters represented are owned and trademarked by Disney, ABC, and their subsidiaries.