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Essence Festival of Culture is the world's largest Black and cultural Music festival. The festival has evolved into a "phygital" experience – a Digital and Physical celebration of Black women, Black Culture, and Black Communities. ESSENCE Festival mobilizes, informs and uplifts the largest global gathering of everyday, multi-generational Black women in a safe space to achieve new levels of sisterhood, personal development, wealth creation, civic engagement, and community leadership. AT&T’s Dream in Black microbrand took the “phygital” experience to the next level with an 80 x 80 main stage entertainment experience, a 20 x 20 digital activation booth entitled “Blacktopia,” and a 20 x 20 retail space.
Each day, consumers were invited to engage in an all-around digital street party with live performances, fireside chats, and dance-offs. Consumers engaged with an AR interactive wall with floating albums, had a chance to showcase their DJ skills on a digitized DJ booth, step into the fandom 360 booth and take photos that transported them via green screen to iconic cities, and enter to win branded merchandise throughout the day via a QR code entry.
Contributions: Led agency team across 5 workstreams: Experiential, Merchandise, Onsite Retail, Local Retail, and Fabrication