A$AP Rocky Event [photo: The New York Times]

A$AP Rocky Event [photo: The New York Times]

Lincoln Center Spiegeltent Installation [photo: Broadway.com]

Lincoln Center Spiegeltent Installation [photo: Broadway.com]

asap rocky


[2019] Ross is the immersive theater director of four separate experiences he helped write coming to San Diego Comic Con 2019. He’s adapted several TV series from an Emmy-winning studio into interactive activations for nearly 200,000 SDCC visitors.

[2019] Ross was writer and director of the Adobe experiential marketing activation for Giant Spoon, AdWeek’s Breakthrough Agency of the Year. An immersive theater event with a constant influx of nearly 2,000 attendees in groups at Adobe Summit, Vegas, it celebrated the 25th anniversary of the digital ad by bringing to life the era’s offices and stores.

[2018] NYT WWD Billboard // Ross was co-producer and co-writer of the experiential activation “Lab Rat,” a performance art album launch event of Grammy-nominated artist A$AP Rocky live streamed on YouTube to over 1M viewers. In collaboration with the SFX teams behind Broadway’s Frozen and Harry Potter. Thru Remarkable.

[2018] Ross was writer, director, producer, and choreographer of the immersive theater experience “Fairgrounds” Off-Broadway for up to 1,600 roaming audience members per show at 13 shows a week, attracting 290,000 auds over 4 months. A creative expansion of the Big Apple Circus brand. Thru Remarkable. New York Times Critic’s Pick.

[2018] Ross was creator and producer of an interactive installation at Lincoln Center. He imported a 2,700 squ ft European spiegeltent, added social media friendly trapeze, lyra, and calliope designed by Matthew Buttrey and, as its booker, programmed it as a performance space featuring Tony winners, rising comedians, burlesque acts, and celebrity visitors. Thru Remarkable.

[2018] Ross was producer the NYC premiere of the A.R.T. play “Warholcapote” at Sotheby’s with a site-specific staging surrounded by original Warhols. With Tony winner Roger Bart and written by Rob Roth in collab with The Warhol Foundation with direction from Tony winner Michael Mayer. It was Sotheby’s first play. Thru Remarkable.

[2013-2017] Ross was the creator, writer, director, and producer of the New York and Los Angeles immersive theater show 8Players, a series of public ticketed shows and privately commissioned brand events acclaimed by The Village Voice and New York Times. Of the thirty 8P shows, five ran for several years at The Gym at Judson, libraries, lounges, and unused spaces Feat. the cast and crew of You Me Bum Bum Train, Blackout, Sleep No More, Simon Huck’s A. Human, and TV’s Broad City.

Additional work as immersive theater writer, director, and producer includes: early work on Scarlet Night fot Richard Branson’s Virgin Voyages; the 2018 Meta-Narrative for 500 guests at FoST Summit; Jagermeister; Grindr; TBS; Bret Easton Ellis; consultant on StoryCourse by Adam Kantor (The Band’s Visit), Brian Bordainick (DinnerLab), and with Benj Pasek (Dear Evan Hansen); VR/AR work for Nokia; PartnerPlay.

“A$AP Rocky was thinking outside of the box by putting himself inside one; ‘Lab Rat’ served as commentary on the screen-obsessed culture of today. Guests filmed the rapper on their screens, as fans watched the happening on their computer and phones, thanks to a live stream of the event on YouTube. A$AP Rocky was like a zoo animal enclosed in a cage, surrounded by gawkers, a feeling that is surely commonplace amongst celebrities.   

At the end of the day, just as Jay-Z, Kanye West and Solange did before him, A$AP Rocky used performance art as a clever marketing platform. During the event, he unveiled the new sneaker that’s a result of his collaboration with Under Armour; the clothes he wore were designed by one of his favorite designers, Calvin Klein’s Raf Simons; and when it wrapped, he revealed the cover art for “Testing,” which supposedly drops this Friday and shows silhouettes of the heads of A$AP Mob in a circle. Watching ‘Lab Rat’ certainly was more entertaining than your typical record release party.”

— Forbes