coca-cola @ essence festival
For the second year in a row (2018 & 2019), I was tasked to design an event series for Essence Festival's headlining sponsor. All weekend long, Coca-Cola produced activations across the city of New Orleans -- The Ernest N. Morial Convention Center, Mercedes-Benz Superdome, and NOLA’s local Restaurant August were all primed to bring the message of sisterhood to life. Leading all design efforts, I directed the array of experiential activations as well as the digital brand presence throughout pre-promotion.
The 19,600sq.ft. imprint at the Convention Center became the hub of all Coca-Cola activations. I led a team of graphic and spatial designers to create all builds, stages, supporting collateral, and signage. A 2-tier multi-purpose double decker housed the coveted merchandise distribution, Audio & Visual IMag recording, and VIP viewing. Each year bright, immersive Photo Moments and Taste Testing stations are positioned throughout the imprint.
Each night of the festival culminated with the heaviest hitters in music gracing the Super Dome stage. I worked with animators and stadium show runners to art direct the “Mainstage Moment’s” LED screen displays for video production with storyboards & pre-visualisations.
Other brand extensions during the week-long celebration of 2019, was the first ever “Cheers to Her Brunch.” The brunch shined a light on nine local women killing it across a variety of industries with outstanding impact in leadership, entrepreneurship, and service. I was responsible for the Brunch collateral and spatial plans.
Role: I-MAG + Screen Animation Art Direction, Lead Experiential Designer, Graphic Suite Direction, Fabrication Management, On-site Install Direction
Agency: Team Epiphany
Photos by: Erika Molleck Goldring + Dorothy Hong