MythiCon: Cosmic Beasts
Creative Direction & Event Design
Mythical Entertainment · 2023
Directed creative for Mythical’s first-ever fan festival — a three-day experience built for thousands of fans, achieving a Net Promoter Score of 41.
The Process…
Mythical had never done a fan festival before. There was no template, no precedent, no version of this that had been done and proven. What we had was 14 months, a very committed team, and an audience of fans who had been waiting their whole fandom for something like this to exist.
MythiCon was distinctly Mythical in its playfulness, but expansive enough to hold three full days of programming, activations, and experiences. Every touchpoint — from the visual identity to the custom merch to the event signage to the 20-foot inflatables — was designed to feel like you had stepped into a fully realized other world. The goal was to hit all five senses and make sure nothing broke the spell.
The world-building started months before the event itself. The Cosmic Beasts mythology launched online as an ARG — an alternate reality game that seeded itself into fan Discord channels, fake social accounts, and a fictional fan site, slowly building a narrative about alien life coming to MythiCon. Players followed clues, found characters, joined a rebellion, and earned their way into the inner circle. The throughline of the whole game was an invitation: there was a secret alien speakeasy hidden inside the festival, and only those who followed the trail to the end — securing a hidden Alien ID, the location, and a password — could get in.
That speakeasy was the crown jewel. Pop-up, one hour only, built inside the event itself. It worked because everything leading up to it — online and at the festival — was executed with total commitment. MythiCon landed with a Net Promoter Score of 41, a number that reflects not just satisfaction but genuine enthusiasm. For Mythical, it was a milestone. For the fans, it was a memory.