With photography kicking off in late July, plans finalized in August and a $750 product launch in September, it was a tight runway. I personally created over 500 assets for the launch alone, across email, web, organic and paid social, and physical OOH.

The campaign spanned from September to March, culminating in an “unofficial retirement party” for Tom with over 600 guests. In between there were 4 in person events, 20+ collectibles released, giveaways, and so much more.

This long campaign needed to bring FOMO to those who missed out on access, needed to make sure those with access felt exclusive, and required making shareable moments from members-only content.

Pat Cassidy, CMO · Siobhan Breagy, Brand Director · Emily Gervais, Campaign Director · Sean Brown, Community Director

Outside Agencies: Rec League — Launch photography & video · Round21 — Events · Vaco Studio — Content Capture

Handling filming, directing talent, and recording ad reads on site, I wanted things to feel relaxed and exploratory despite the tight schedule. The location was a rental house, but it needed to feel like the family lived there - while getting talent comfortable with long takes meant being able to adapt to them.

Additionally, I conducted on-the-street interviews of college students to get their authentic takes on location sharing. While we expected this to stand in contrast to the parental takes, we found that many college students had positive feelings towards tracking locations.

Spencer Hansen, Creative Director

In a market dominated by “stoner culture” that leans heavily male and heavily white, it was my goal to showcase the breadth of personality that attended the three day cannabis event. Directing social and brand strategy for pre-sale, on-sale, and on-site, I oversaw a complete overhaul of the poster and branding, helped launch a new app, and oversaw a team of vendors for on-site capture.

Andy Roe, Head of Marketing

While competitors like Lutron had vastly bigger teams and more resources, the opportunity to differentiate from the market was huge. I took this opportunity to create a brand on social that felt fresh in a space dominated by classic B2B tropes.

Every festival cycle was a team effort, with the entire agency on site and tasked with varying roles. From curating imagery to partnership requirements to livestream and beyond, I was able to touch just about every element of Coachella on social media.

Jasper Bernbaum · Tiffany Tyson · Aili Watanabe · Sean Robinson · Rishi Shah · Kelly Hawk

My goal was always to give something the fans wanted, make Mark happy (he has discerning taste), and most importantly -- make it feel like the band. These are some of my favorites.