Client: AT&T (Wasserman)
Ask: Execute an engaging space that highlights AT&T's partnership with Essence Fest, delivers on brand purpose: Connecting Changes Everything and cater specifically to the attending demographic
Approach: As part of Essence Festival's 30th Birthday, AT&T Dream in Black created an experience that felt celebratory, authentic to the culture, and provided special moments of connection. Attendees were taken through the last 30 years of the culture, showcasing the best of the 90s, 2000s, 2020s and beyond.
Activation Touch points: AI photo booth, creative giveaways, culture-driven moments and on stage performances
Talent: Connecting Through Culture Panel with KevOnStage, Cari Champion and Affion Crockett, Arin Ray, Aux Cord Wars, Cory Townes, DJ Diamond Kuts, Jadakiss, Jeremih, Mýa, and R&B Money Podcast hosted by Tank and J. Valentine.
Role: Junior Art Director
Art Direction notes:
Essence Magazine and Essence Festival of Culture are beacons in Black American media and in celebrating this 30 year milestone we thought to look back at stylistic and nostalgic elements popular in Black American culture: the 90s era of blocky playful lettering; 00s era of airbrush and spray paint; the and the 2020s era of shimmer and glow. Visually, we utilised these 3 distinct styles throughout the every part of AT&T's space in celebration of Essence's 30th Birthday.
Results: 103, 000 visits across touch points; average of 18 minutes dwell time at The Connected Stage; 3,282 premiums were given away; 118 retail sales at SOKO MRKT
