Mastercard | Stand Up To Cancer
A Priceless Evening with Purpose
A memorable evening can do more than bring people together. For Mastercard, it could give cardholders a way to support Stand Up To Cancer while experiencing a piece of San Francisco history.
Working with Ketchum Public Relations, I led the creative direction and production of a Priceless Table dining experience beneath the historic Dome at Westfield San Francisco Centre. The idea was to let the setting shape the evening, drawing on the Dome’s past to create a world guests could discover together, with giving at the heart of the experience.
That thinking carried through every detail. Staff in period attire welcomed guests into a space filled with references to the building’s history. Signage shared the story of the Dome, while amber glass bud vases, flowers, custom table tents, and wood menus brought warmth and character to the tables. A string quartet set the tone as guests gathered for a menu created by chef Chris Cosentino.
The historical references also gave familiar event elements a sense of place. The silent auction took its cue from the old Emporium counter, surrounded by apothecary jars of vintage candy, rotary phones, and vintage bar carts. A GIF booth paired the look of an antique camera with a Dome backdrop, giving guests a contemporary way to capture and share a moment from the evening.
As dinner unfolded, surprise performances by Dave Stewart, Judith Hill, and Ann Marie Calhoun gave guests another reason to remember the night. NFL legend Ronnie Lott also attended, joining celebrities and brand VIPs on the red carpet.
For the more than 150 attendees, the evening connected an exceptional setting, food, and entertainment with a shared purpose. Proceeds from ticket sales and the silent auction were donated to Stand Up To Cancer, making participation in the experience a way to contribute to the cause.
Results
150+ attendees
Ticket sales and silent auction proceeds donated to Stand Up To Cancer
My Role
Creative strategy, concept development, creative direction, design oversight, fabrication oversight, production oversight, staffing, and on-site execution.
