Target was launching Art Class, a new owned kids' apparel brand built around self-expression and the activation had to embody that, not just announce it. I art directed and concepted an in-store experience at their West Hollywood location that gave kids something to actually do. The activation footprint absorbed both the exterior and interior of the store. Outside, live performances as well as an Art Class fashion show showing off all the new ‘fits.
Once inside, large format illustrated coloring book walls, tote bag customization stations, interactive lookbooks, from the collection's kid co-designers. The space didn't feel like a retail event. It felt like the brand.
Baskin-Robbins released a new October Flavor of the Month called Spicy ‘n Spooky, a combo of white chocolate ghost pepper flavored ice cream with spicy blood orange flakes and swirled with Baskin-Robbins’ darkest chocolate ice cream ever. A internal push elevate product innovation meant the brand needed this release to gain all the buzz it could. We launched this tongue-tingling flavor with a sound-proof scream booth that had a selfie cam where LA’s biggest ice cream fans could put their taste buds to the test with a free scoop of the flavor. We also offered free ice cream for a year to the first 31 guests.
Ice cream lovers showed up strong with a line around the building with some super fans even camping out long before sunrise. They sampled the flavor and screamed for ice cream in the booth, which was used to develop real-time social content to promote Spicy ‘n Spooky at its launch and all month long. The launch content was our highest-performing content for the entire year, and the flavor release and launch event garnered 575MM impressions in earned media.
2023 Muse Creative Awards Gold - Experiential & Immersive - Launch Event
2023 Muse Creative Awards Gold - Experiential & Immersive - Live Experiences