Carnivals are built on spectacle, and To Be Designed knew exactly how to capture it for ResMed at the American Society for Microbiology’s Adult Carnival in San Diego. Their strategy? Make the brand unmissable by going bigger, bolder, and a little unexpected.
From Science to Spectacle
ResMed is a global leader in digital health and connected devices, best known for revolutionizing sleep apnea treatment and respiratory care. With healthcare professionals gathering from across the globe at the American Society for Microbiology (ASM) meeting—a conference that spotlights scientific breakthroughs and industry leaders—the challenge was clear: cut through the noise and create a brand impression as lasting as it was fun.
That’s where To Be Designed came in, leveraging their event expertise to dream up an activation that combined play, presence, and purpose.
The Claw Takes Center Stage
At the Park Hyatt Aviara, To Be Designed brought that vision to life with our Giant Human Claw. Fully wrapped in ResMed’s branding, the larger-than-life structure became a centerpiece on Aviara Resort Drive. Attendees lined up for their chance to step inside, harnessed in as the claw itself, reaching into a pit filled with oversized beach balls, plush bears, and coveted gift cards. The energy was magnetic—drawing a crowd before the first player even took their turn.
Play Meets Purpose
The genius of this activation was in its balance of fun and strategy. With To Be Designed’s creative direction and our larger-than-life claw, ResMed’s brand transformed from static visuals into an experience attendees could literally grab onto. Every play reinforced the brand while fueling the carnival atmosphere with laughter, suspense, and plenty of social sharing.
Standing Out at ASM
At a conference where scientific advancements and serious conversations dominate, this activation gave ResMed an unexpected edge. Together, To Be Designed and Interactive Entertainment Group delivered an experience that didn’t just entertain—it elevated. The claw became a platform for ResMed’s story, ensuring the brand stood out long after the carnival lights faded.
To Be Designed is a San Diego–based event design and production agency known for crafting experiences that blur the line between creativity and strategy. With a knack for bold ideas and flawless execution, TBD helps brands stand out in competitive spaces by turning visions into immersive realities.
ResMed is a global leader in digital health, pioneering connected devices and software that transform care for people with sleep apnea, COPD, and other chronic conditions. With a mission to improve quality of life, reduce the impact of chronic disease, and lower healthcare costs, ResMed combines innovation with impact on a global scale.
The American Society for Microbiology (ASM) is one of the largest life science societies in the world, uniting researchers, clinicians, and industry leaders to advance microbial sciences. Its annual meetings bring together thousands of professionals to explore scientific breakthroughs, exchange knowledge, and spotlight innovations shaping the future of health and science.
