Abbott Elementary | San Diego Comic-Con

We Built a School at San Diego Comic-Con

This hilarious, Emmy award-winning comedy finds humor in teaching at an underfunded public school while presenting its challenges with honesty and respect. For us, achieving that balance and finding a way to give back to teachers was key to bringing Abbott Elementary to life.

The Challenge

Bring ABC’s critically-acclaimed Abbott Elementary to life for fans and newcomers at one of the most crowded experience stages in the world — San Diego Comic-Con.

The Solution

We built a school! Guests were welcomed to “New Teacher (Dis)orientation,” complete with “veteran teachers” to guide them and prepare them for teaching at an underfunded Philly elementary school. To give back, we teamed up with Scholastic to fund classrooms and personally give thanks to the teachers who made a difference in attendees’ lives.


Experience Design