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Events ยท Festival activation with Red Bull
Life is Beautiful: an artist-lounge activation with Red Bull
A conversation in a festival office turned into a two-hour planning session, then an artist-lounge activation that tied back to the brand's identity. This is the story of how it came together, told by the people who were there.
The VIP tent, empty and then full
Meet the team
The problem
Farmers Market Hawaii Apparel (FMHI) was a Hawai'i streetwear brand with a store in Las Vegas that wanted to be seen next to the biggest names in music and culture. Life is Beautiful, a major festival in Las Vegas, was the stage. The goal was not a booth. It was to build brand awareness inside the artist hospitality VIP area, tie it to the brand's Hawaiian identity, feature the brand's creative director as a Red Bull artist, and make a mark.
What I did
Phase 1: the meeting
Three teams in one room: FMHI, Red Bull and the festival. We set the goal (wow VIP artists with a Hawaiian theme), agreed who owned what, and locked concrete deadlines.
Phase 2: build
Production, approvals and confirmations for everything on site, from menus to the cooler display to the goods.
Phase 3: live
Three festival days in the VIP tent, face to face with artists and guests.
- What we built. Three custom Red Bull drink menus (one a day), a custom Red Bull canvas cooler display with live painting, and a custom bar for an exclusive limited drink. For the festival, custom tees and hats, keychains and frames, and fresh Hawaiian leis flown in overnight. I ran the schedule, the approvals and the vendors, and sent the agenda recap to every team.
The result
How this was measured: from Pollstar's list of winners. The award belongs to the festival's organizers.
How this was measured: my estimate, from my case study.
How this was measured: my estimate, from my case study.
How this was measured: from my case study. These were face-to-face meetings, not endorsements.
How this was measured: from my own account.
Reference
"Working with Tim was a sincere pleasure. His radiant smile and positive attitude really exude all that our festival stands for because in the end positivity prevails as Life is really beautiful."