Our challenge/opportunity
The Sabrina 3 launch demanded a unique approach that authentically communicated the product’s core narrative, the pure hooper mentality, defined by obsession, repetition, and discipline.
Faced with an asset embargo, the activation had to be split into two distinct days: a teaser on July 13th that hinted at the Virtual Campaign (VC) with creative displays and photo moments, and a disruptive, high-energy in-arena celebration on July 26th to mark the official launch.
This presented both a logistical challenge and a chance to deepen consumer engagement through a phased storytelling experience.
Our solution/insight/strategy
We crafted a two-part activation strategy that embodied the “hoopers blueprint”, showcasing the discipline and obsession behind greatness. On July 13th, we teased the unveiling through a focused creative buildout that introduced the shoe and engaged fans with an interactive photo moment.
On July 26th, the energy intensified with a dynamic in-arena activation at Barclays Center featuring the launch celebration, experiential moments, and exclusive product access. This approach allowed us to build anticipation and deliver a powerful brand narrative across multiple touchpoints, maximizing impact despite the split schedule.
Our success/results/outcome
The dual-day activation effectively brought to life the Sabrina 3’s story of relentless perfection. The phased approach maintained momentum, keeping fans engaged from teaser to launch. The in-arena event created memorable, immersive moments that resonated with the basketball community, driving strong brand affinity and visibility.
This campaign highlighted how strategic flexibility and creative storytelling can overcome constraints to deliver a cohesive and impactful product launch.
Our challenge/opportunity
Creating the A’One Ripple Effect requires seamless coordination across various activation touchpoints, including in-arena seeding, digital board takeovers, and localized fan engagement.
With the goal of generating IRL disruption and celebrating the launch of the A’One, it’s crucial to ensure every activation, whether through 8K A’One shirt distribution, court-side engagement, or the in game entertainment integration —authentically represents Nike’s messaging.
The challenge lies in maintaining a unified, powerful experience that amplifies A’ja Wilson’s truth and inspires fans to embrace their own authenticity, both on and off the court.
The opportunity lies in BeCore’s ability to deliver a unified, immersive experience that strengthens community engagement both on and off the court, driving the A’One Ripple Effect and fostering a sense of authenticity and excitement among fans.
Our solution/insight/strategy
Creating an immersive, authentic experience that resonates with Nike’s brand ethos and A’ja Wilson’s personal journey. By seamlessly integrating all activation elements, we ensure that every touchpoint amplifies the message of unapologetic authenticity.
The strategy is to elevate the A’One launch by crafting a next-level celebration that not only disrupts the arena but also fosters a community of “Real Ones,” inspiring fans to embrace their true selves both on and off the court.
By aligning the experience with A’ja’s voice and Nike’s values, we create a ripple effect that amplifies the A’One launch, engages fans, and strengthens brand loyalty.
Our success/results/outcome
The A'One activation achieved remarkable success across several key areas. The A’One footwear sold out in retail and guests wearing them to the game, proving the effectiveness of the marketing strategy.
Additionally, ~90% of giveaways were distributed, indicating excellent attendance and engagement, while all digital fan in-game activations were seamlessly branded to reflect the A'ja Wilson moment, creating a cohesive and memorable fan experience.
The Bentley stunt entrance was a showstopper, effectively capturing attention and embodying the bold, disruptive energy of the event. Finally, the powerful connection between A'ja and the fans was evident, with many leaving the venue feeling a lasting impression of authenticity and empowerment, further solidifying the A'One Ripple Effect in the hearts and minds of attendees.
Our opportunity
Kobe Bryant is one of the most iconic, gifted, and influential athletes of all time, transcending sport to become a global symbol of excellence and perseverance. Since his untimely passing, Nike has remained committed to ensuring the Mamba legacy endures. In January 2025, Nike launched a four-year campaign dedicated to celebrating everything that made Kobe, Kobe. Through on-court challenges, intentional storytelling, and meaningful product capsules, Nike aims to bring the Mamba Mentality to life—demonstrating what it truly means to push beyond limits and inspire the next generation
Our approach
Nike entrusted BeCore with bringing its vision for a physical pop-up shop to life during NBA All-Star Weekend in San Francisco. With a clear intention to give back to the community, Nike chose to host the activation in the historic Chinatown district—a location rich in culture and significance. BeCore led the end-to-end execution, sourcing the venue, designing the visual identity, developing the run-of-show, and staffing the team to ensure seamless product distribution. The pop-up featured exclusive Year of the Mamba edition Kobe sneakers alongside limited-edition apparel, creating a highly sought-after experience that honored Kobe’s legacy while engaging the community in a meaningful way.
Our success
Through our partnership with Nike’s SNKRS app, we successfully facilitated the redemption of vouchers for all 400 customers, allowing them to purchase Kobe products at full value. Within just 30 minutes of opening, the pop-up drew an overwhelming response, with lines wrapping around the block. Even casual bystanders, drawn in by the energy and excitement, expressed their appreciation for Nike’s presence in Chinatown—an underrepresented neighborhood in San Francisco. This activation not only generated immense demand but also reinforced Nike’s commitment to showing up in meaningful ways for the community.
KPIs
400 total customers
Our challenge/opportunity
Alaska Airlines is, regionally, a beloved airline. We needed to bring to life an après ski experience for Visa and Alaska Airlines customers in Jackson Hole and Vail during the 2025 ski season as a way to promote new routes. The event engaged and celebrated existing customers of Alaska Airlines while celebrating new routes to these destinations, transporting them into a chic, high energy après party atmosphere.
Our solution/insight/strategy
We targeted our biggest demographic: the Millennial skier and snowboarder. By taking a loyalty event on the road where consumers might not be as familiar with the brand and by celebrating the brand’s new routes in fresh, premium ways, we generated new customers, generated brand engagement, and widened the brand’s reach.
Our success/results/outcome
We created two identical events, in two different regions, each with their own party feel. In Jackson Hole, we transformed a ballroom in a quieter ski town into a party so well attended, everyone on the mountain was talking about it.
In Vail, you could see and feel the outdoor party from the slopes, making it the one to attend in a town full of après ski events. Two unique vibes, one unified goal: Alaska Mileage Plan sign ups, and great goodwill towards the brand, as we celebrated Alaska Airlines’ newest routes.
KPIs
962 attendees
2,500 Mileage Plan Sign Ups
Our challenge/opportunity
Nike was tasked with developing and executing a multi-city 5k run in honor of Global Running Day and to celebrate the launch of their newest innovative running shoe, the Pegasus 41.
The new shoe was set to debut in Nike’s iconic VOLT colorway, thus leading to select cities, Los Angeles & Chicago, to participate in the Volt Takeover 5k Run, two days apart.
BeCore was selected as the lead creative agency to ideate city takeover concepts, pre-run experiences, on-route branding/ experiences, post-run celebration programming, and overall consumer journey while a partner agency managed permitting and production execution.
Eight days out from the first event, due to the scale and volume of support needed for execution, Nike had pivoted and requested BeCore assume additional responsibilities and manage execution of all front of house (consumer-facing) programming for both cities while the partner agency managed scenic buildout and show-calling.
Our solution
Our team collaborated with Nike and the partner production agency to bring to life several key moments throughout the event from the run start, and on-route journey to post-event celebration.
Each Volt Takeover 5k was a point-to-point run, starting at a Volt covered Nike retail store and ending at a celebratory venue. In LA, the race began at the Santa Monica Place store and ended at the Santa Monica Pier. In Chicago, it began at a Volt Pegasus 41 Pop Up store and ended at a rooftop venue called Morgan MFG.
Beginning with the start, BeCore had to identify a safe plan to check in and corral 1500+ registered runners at a local Nike store in LA and 500+ registered runners at a local Nike store in Chicago prior to their release and run throughout the city streets.
Each city’s run-route consisted of BeCore identified branded moments (within allowable city permitting restrictions) leading to the celebratory post-run venue designed by our creative team.
Our success
The Volt Takeover 5Ks resulted in over 2000+ people safely running through the city streets and celebrating in the cities of LA and Chicago.
BeCore ended up managing the line queue plans and execution for registration/check in, Bag Check, 21+ ID’ing, corralling 1500 people in LA and 500 people in Chicago. Our team strategized the plans and methods of release to safely control large groups of runners throughout each city.
Next, BeCore managed the post-run celebration parties by organizing all Food & Beverage needs, heat-press customization experience and Brand Ambassador staffing to distribute post-run amenities.
These plans were all turned around with an 8 days notice.
Overall the events were tremendously successful and the Pegasus 41 shoe was front and center for the world to see.
KPIs
2,000 total runners
2 city takeovers (LA and Chicago)
Our challenge
Nike set out to bring the energy, creativity, and style of Brazilian football to Los Angeles—not just as a one-time activation, but as the foundation for a global football hub in LA. With Copa America 2024 as the backdrop, the goal was to create an experience that merged competition, culture, and community, celebrating Joga Bonito in its purest form while tying into Nike’s larger vision for football in North America.
At the heart of this vision was Ronaldinho, the embodiment of Mad Brilliance, whose style of play captured the joy, artistry, and improvisation that make Brazilian football legendary. To ensure authenticity, Nike partnered with Venice Beach Football Club (VBFC) to bring the spirit of Brazilian street football to the streets of LA. The challenge was to seamlessly blend the cultural roots of Brazilian football with LA’s underground soccer scene, making Venice Beach the perfect battleground for this moment.
Our strategy
We collectively transformed Venice Beach into the epicenter of football culture, where fast-paced competition, music, and immersive brand storytelling collided to define the future of the game in LA.
The Estadio de Dogtown pitch set the stage for high-energy, skill-driven street football battles, where every match was a showcase of creativity and flair.
Ronaldinho’s influence was embedded throughout the event, from signature move tributes on the pitch to his presence energizing the atmosphere.
Live samba drummers, DJs, and street artists infused the space with authentic Brazilian energy, creating an electrifying cultural experience.
Our outcome
Mad Brilliance at Venice Beach became more than an event—it was a cultural moment, proving that LA is not just a football city, but a future global football hub.
Hundreds of players competed, bringing Joga Bonito’s signature style to life.
Fans engaged deeply with Nike’s football storytelling, exploring exclusive product drops and customization experiences.
The activation extended beyond Venice Beach, with Nike’s OOH campaign featuring the Brazilian National Team sparking spontaneous street football moments citywide.
Social buzz amplified the event’s impact, positioning Nike at the forefront of North America’s growing football movement.
By blending the soul of Brazilian football with the raw energy of LA street culture, Nike’s Mad Brilliance takeover set the stage for the future of football in Los Angeles—and beyond.
KPIs
1000+ attendance
100M+ social media impressions
Our opportunity
The Recording Academy tasked BeCore with making the most a designated event space leading up to, and during the 66th annual Grammy Awards.
In addition to being a celebrated destination for artists, members, creators, and guests of the Recording Academy, the Grammy House was a revenue generator, providing them with assets to sell for brands to activate within this dynamic space, at this celebrated point in time.
Our solution
The Grammy House was a flexible space meant to convene special events and programs, while also helping creating ownable destinations and experiences for activation by its cherished corporate partners partners including MasterCard, Dyson, Smirnoff, and Sonos.
The venue not only hosted high energy musical performances but it also acted as the hub for panel discussions, thought leadership, and other information sharing events.
Our success
BeCore helped the Recording Academy celebrate the annual Grammy Awards in an unprecedented fashion.
The Grammy House attracted more than 4500 guests across the 3-day experience.
The Recording Academy was able to generate revenue from 11 different sponsors whom activated at the space
More than 315-million impressions were generated from content and PR worthy initiatives emanating from the space (up 12% YoY).
KPIs
314M media impressions
4,500 attendees
Our challenge
After a multi-year hiatus, the Jordan Brand Classic was set to make a big return by showcasing their HS All American game in New York City, the mecca of Basketball.
The Jordan Brand Classic was going to be the last HS All American event of the season and the Jordan Brand faced the challenge of differentiating and distinguishing themselves against other competitive HS All-American games.
To do so, the Jordan Brand team honed in and emphasized their brand position as a legacy cultural and lifestyle brand.
The Jordan Brand Sports Marketing team partnered with BeCore to creatively support the development and execution of the holistic Athlete Experience and programming throughout a 3-day event.
Our solution
As the lead agency, BeCore supported curation and management of the HS Athlete’s 3-Day Experience in NYC. With a focus on lifestyle and culture, BeCore adapted Jordan Brand event guidelines and impact on culture into tangible experiences for the athletes in attendance each day. BeCore first created an “Always On” experience in the Player’s Lounge at their Hotel then rotating programming around the city throughout their 3-day Journey.
Player’s Lounge - The Lounge consisted of a Brooklyn-inspired bodega buildout for ongoing distribution of amenities, Jordan Brand Accessories, and Snacks/ beverages. Additionally, the lounge included programmable spaces such as the gaming center with appearances from a YouTube streamer, Product Customization, Styling Services, Custom Player Card photobooth, etc.
Day 1 - our team collaborated with Jordan Brand to create a Welcome Dinner experience filled with special guest, Carmelo Anthony and exclusive product seeding for unreleased Travis Scott Jumpman Jack sneakers.
Day 2 - BeCore supported Jordan Brand in hosting practice sessions and SLAM Magazine photoshoots at the Nike NY HQ office filled with NBA Scouts and media. Ending with a dinner at a local favorite, Scarrs Pizza.
Day 3 - Jordan Brand Athletes participated in a community event to help kids in need around Brooklyn. BeCore then helped prep each player for the Tunnel Walk by providing Hair & Make Up services. Lastly, BeCore set the stage for the players by overhauling Barclays Center with a graphics installation and locker room build outs in less than 8 hours turnaround time.
Our success
The results were unmatched. Jordan Brand provided these athletes with a completely unique experience different from any other All American game the had previously been selected to and created memories that’ll last a lifetime.
Parents, coaches, and players raved about their Jordan Brand Classic experience and applauded it as a great way to end the season for select All Americans.
Their 3-Day Experience was focused on complete immersion of the Jordan Brand’s lifestyle and impact on culture. From getting to interact with legacy Jordan Brand Professional athletes, to getting personally styled by professional stylists & pro athletes, and much more, the All Americans were able to focus on how their on-court game heavily impacts life off-the-court.
KPIs
4,000 attendees
3 days of athlete programming
Our Opportunity
One year after the COVID-19 pandemic caused global upheaval, the airline industry was severely feeling the repercussions. The frontline workers of the airline industry were exhausted. Change needed to be made. Alaska Airlines decided to make a recommitment to their brand values by focusing their efforts where it counted most: their employees.
Alaska Airlines aimed to recognize their employees following the business stresses of the pandemic by creating a “wellbeing-forward” training program that would enable frontline airline employees to re-energize, and re-engage. The goal was to build a semi-permanent physical space where these “care” training programs could take place over the course of a year.
Our Solution
The Alaska CARE Retreat was created to emphasize the importance of caring for one another during these difficult times, with a focus on guest care, employee care, and self care. Over 13,000 guest-facing Alaska employees were invited to participate in the program, which has held over 70 retreat sessions over 18-months.
From transport to departure, we created a thoughtful journey with the employee at the heart. The historic Filson Clothing factory/retail headquarters in Seattle, WA was transformed into a tranquil, organically laid out space where employees could feel comfortable and relaxed.
BeCore concepted, designed, defined the operational procedures and managed the experience throughout the duration of the program.
Our Outcome
Over the course of 18-months, the Care Retreat has hosted over 13,000 employees, including 1,000 Alaska Airline Leaders. There was an 80% program effectiveness rating and a pre-/post-survey lift of “I believe Alaska Cares about me” of +8pts following employee attendance of the experience.
The reviews have been amazing as employee after employee have expressed a positive and recharged view of the organization. Alaska Airlines has been able to reinstate that CARE doesn’t only CARE about their customers and their employees through the impact of this program.
KPIs
13,000 guests
80% effectiveness rating
The Ask: To create a shareable influencer event in San Francisco celebrating 15 years of direct flights to Hawaii.
The Approach: We took over a restaurant venue on Treasure Island to create an authentic Hawaiian experience for Bay Area influencers. Each attendee received round trip tickets to Hawaii on Alaska Airlines.
Our Opportunity
The Be The Light Tour is Insight Global’s complete mobile career center. The Tour’s mission is to empower and serve communities through providing direct access to job-readiness resources and career-building actions. As a true vehicle of hope, The Be the Light Tour promotes economic sustainability and provide more access to opportunities for everyone.
The program brings to life many of Insight Global's core values, most notably “everyone matters, we take care of each other, and leadership is here to serve.” Insight Global’s local employees are actively involved in hosting the tour stop, which includes identifying local community partners to be involved, helping to promote its visit to prospective attendees, and ultimately sharing their deep knowledge and expertise of the hiring process with attendees through individual and group interactions.
Our Solution
BeCore helped bring the Be the Light Tour to six (6) different markets including Atlanta, Houston, NW Arkansas, Charlotte, Boston and Oakland.
At the core of this tour is a remarkable 53-foot pop-out trailer that ingeniously transforms into two fully equipped classrooms, facilitating job training and readiness workshops. The immersive experience extends beyond the classrooms, creating a comprehensive footprint that encompasses a host of elements, such as 1:1 consultation sessions with Insight Global recruiters to provide personalized guidance, professional headshots for LinkedIn profiles, child care, merchandise and food & beverage stations. Insight Global also integrates its local partners into the program to highlight current career opportunities and host on-site job interviews.
Our Success
Since the launch of the Be the Light Tour in Insight Global’s hometown of Atlanta in November 2022, more than 4,000 job seekers have been served.
Insight Global cast the vision and made the investment in the Be the Light Tour, spearheading a collective committed to serve that included more than 500 Insight Global teammates volunteering to support members of their local community. 70 different hiring partners across the country participated in the activations, giving direct access to attendees looking for new and improved employment opportunities. And 100 community partners joined in the program, directly supporting attendees with various support services to propel them towards career advancement.
KPIs
4,000 job seekers served
9 events over 12 months
The Ask: Create a networking space for the MLB to host partners and athletes during All-Star weekend.
The Approach: We created an experience within a hotel in close proximity to All-Star hotels that had programming day and night to engage partners.
The Ask: After a 2 year COVID break, the L.A. Lakers and BeCore reignited the ultimate pre-game fan experience outside of the arena to build fan excitement and loyalty.
The Approach: The Lakers took over the Xbox Plaza at L.A. Live and made it bleed purple and gold. The experience, open to the public, entertained fans of all ages with games, activities, photo ops, and meet and greets with our Lakers Legends and Lakers Girls. This 3-hour fan experience was the perfect pre-game party for all the fans arriving at Cypto.com Arena.
Photographer: Ben Draper
The Ask: To provide Costco customers and key Visa clients with the ultimate NFL clinic experience during Super Bowl LVI.
The Answer: We brought an authentic combine experience led by NFL superstars to the USC campus to give superfans a once in a lifetime experience during Super Bowl weekend.
NFL Athletes: Mark Sanchez (host), Justin Fields (QB, Chicago Bears), CeeDee Lamb (WR, Dallas Cowboys), Deebo Samuel (WR, SF 49ers), Austin Ekeler (RB, LA Chargers)
Photographer: Chris Swosowski
The Ask: In honor of Black History Month and the Frieze Art Festival, the Twitter Culture & Community team set out to host Black artists, and celebrate the spectacular work they are creating in Los Angeles.
The Answer: We created a compelling networking environment at the Post & Beam restaurant in Los Angeles and gave artists a space to build their network, while also highlighting the crucial role Twitter can play in community building and fostering authentic connection.
Attendees enjoyed live performances from singer Alex Isley and DJ Iesha Irene. Artists Loveis Wise, Raven Trammell, and Nikkolas Smith were invited to present on their artistic journeys and how Twitter has played a role in their growth. All performances and presentations were made more accessible through ASL interpreters. Guests also enjoyed food, a casual photo op space, as well as artwork on display from various Black artists.
Photographer: Ben Draper
The Ask: To activate and amplify the best of Twitter at SXSW 2022.
The Answer: We transformed the iconic Lustre Pearl on Rainey Street into the ultimate #TwitterHouse, bringing the big, bold, electric energy of the Twitter brand to life. The invite only experience featured the debut of Twitter Spaces, panel discussions, live performances and curated hospitality events over a 3 day period.
Photographer: Devon Hutchins
VIdeographer: Chad Osburn/360 media
The Ask: Bass Outdoor was set to launch with a bold mission to democratize the outdoors by offering high-value, no-nonsense apparel for getting outside to everyone at an affordable price.
The Answer: With the commitment to “Uncomplicating the Outdoors”, we were challenged to bring the brand to live by showing that there’s no right or wrong way to have fun outside; to celebrate people being themselves in the outdoors.
With an initial target market of Boston, we encouraged guests to take a quick break from City Living and have some simple fun outside – by throwing axes, rock climbing, and trying out archery at various footprints throughout the city – while also previewing items from the Bass Outdoor Product Line & sharing photos online.
Locations: Faneuil Hall & Rose Fitzgerald Kennedy Greenway – Rowes Wharf & Parcel 12
Results: With Key Location planning, foot traffic, and subsequently attendance & engagement, was extremely high for all footprints. Compelling touchpoints, ranging from Activities to Product Demo to Photo Opportunities, created not only a large number of Total Engagements but also a high Dwell Time averaging from 15 to over 30 minutes at the busiest footprint. Product Giveaways were also popular, driving Social Sharing & Data Capture.
Guests were able to not only explore select product offerings, but also understand & connect with the brand, while sharing with their network.
Photographer & Videographer: Ohello Media
The Ask. To create a compelling debut for the Bass Outdoor brand at the Outdoor Retailer tradeshow.
The Approach. We repurposed outdoor event elements from our Bass Outdoor launch event in Boston and added additional display elements to bring the outdoors in for the B2B audience.
Photographer: Ohello Media
The Ask. The L.A. Lakers asked BeCore to create the ultimate pre-game fan experience outside of the arena to build fan excitement and loyalty.
The Approach. The Lakers took over the Xbox Plaza at L.A. Live and made it bleed purple and gold. The experience, open to the public, entertained fans of all ages with games, activities, photo ops, merch sales, meet and greets and our very own beer garden. This 3-hour fan experience was the perfect pre-game party for all the fans arriving at Staples Center or getting ready to tailgate at L.A. live.
Photographer: Chris Swosowski
The Ask. To create a mobile gaming unit for Red Bull’s Walmart partnership.
The Approach. We transformed a 40’ gooseneck trailer into a vibey gaming trailer complete with stand up gaming stations and product sampling. The exterior of the unit has LED panels that create an outdoor gaming environment as well. The trailer has been touring the country for 3+ years 12 months a year.
The Ask: The MLB Players Association wanted to create a haven for business and networking during the MLB All-Star Game in Cleveland.
The Answer: We took over a local high-end sports bar location and created areas for business and gaming. The space was invite only and was targeted at the agents of MLB athletes, the families of the athletes, and corporate sponsors.
The Ask: To create an experience for Harley-Davidson that would speak to the WSL fans and lifestyle.
The Answer: We created an open and welcoming footprint that moved away from the brand’s traditional dark and gritty look and instead embraced a more casual beach lifestyle. A JumpStart experience featuring the new electric motorcycle, Harley-Davidson Livewire, gave consumers the opportunity to go from 0-69 in just 3 seconds and experience what an electric motorcycle has to offer. Additional ICE bikes were on display as well. In our customization area guests could collaborate with our team on a printer gun experience to co-design one-of-a-kind branded bandannas.
Iron-E Kids Area: In addition to the main footprint we had a secondary footprint for kids where they could experience the new Iron-E electric bicycle.
Demo Experience: We also had an offsite experience for current riders where they got the opportunity to do a demo ride with the Livewire bike. It was one of the first opportunities for the general public to ride the Livewire. We set up at a hotel near the US Open of Surf location in Huntington Beach and invited out media and local riders through the dealerships.
The Ask: To create a compelling Lion KIng premier experience for Twitter influencers and guests.
The Answer: We recreated a unique experience at the TCL Chinese Theater where guests could enter into the world of the Lion King with interactive photo and video experiences in 3D recreations of the plains of Africa. Food and drink inspired by the movie were also served before guests were invited into the theater for a premier of the film along with a panel of the cast.
The Ask: To design an experiential vehicle for Harley-Davidson to debut their new EV motorcycle, The Livewire but would also be flexible enough to be able to be used for non-EV bikes as well when needed.
The Answer: A custom fabricated Mercedes Sprinter van designed with a fold out stage and ramp featuring a Livewire Jumpstart. The light tunnel acts as a dramatic visual for social sharing. It is also LED so it can be customized to any color with a push of a button along with all of the other lit elements. The Jumpstart experience gives guests the opportunity to get the bike up to 69 MPH while wearing Augmented Reality goggles that take you through a visual experience. This vehicle was the first of 4 that I designed as part of this new look and feel. The fleet consists of this Sprinter, a 53’ Semi Truck and two 40’ custom trailers.
Photographer: Ben Draper
The Ask: To evolve the Harley-Davidson brand’s presence at live events to appeal to younger consumers. To make riding a motorcycle relevant and to dispel the “orange and black” stereotypes that are associated with the brand.
The Answer: The H-D brand is iconic and everyone is aware of it, we just needed to bring a fresh perspective to how the brand could evolve to drive interest with the Gen Z and Millennial non-rider audience. The ask was across all activation touchpoints which includes vehicles and branded structures.
The vehicle renders shown have all been approved and all just completed fabrication:
CUSTOM STRUCTURES
The Chill Experience is a structure concept that we are exploring for 2020 that would be focused on non-rider events. I originally designed it for our partnership with the World Surf League and have now continued to evolve it for use at any events that have more of a “chill” energy, think Hangout Fest and Firefly. I have also designed smaller footprint versions so it can be used across a wide range of events. The interior features Jumpstart experiences for both EV and ICE bikes, social sharing space, and customization experiences.
CAMP 1903 is an H-D branded campground that would be popped up at non-rider and potentially rider events to give a select number of guests a deep level of engagement with the H-D brand. The invited attendees would be a combination of influencers, non-riders, new riders, and evangelist riders. This combo is important because we want the current evangelist riders to share their love and excitement of the brand. We would work with local dealers to identify aspirational current riders. The campground would feature custom glamping style accommodations, but done in a modern way. We picture Camp 1903 going to events like Stagecoach on the non-rider side.
THE HIGH-INTENSITY EXPERIENCE is a structure that is focused on non-riders, but comes with a different vibe than the chill experience. This structure would be used at events such as The XGames, Rocklahoma, Electric Forest and more. The structure was inspired by a modern take on a Quonset hut and it incorporates the lit tunnel from the vehicle concepts. It features Jumpstart experiences for both EV and ICE bikes, social sharing space, customization experiences, and an evolved brand vibe.
VEHICLES
The 53’ Livewire Semi Experience will debut at Formula E in Brooklyn on 7/13 and then it will head to Sturgis. We have used the color blue in many of the vehicles because the H-D brand is launching their first ever EV bike, The Livewire. The semi and the 2 larger trailers all hold 6-10 demo bikes that current riders can take out and experience the EV bike for themselves. Non-riders can experience the bike on a Jumpstart. Inside the trailer is a bar & shield LED selfie nook, the Jumpstart with AR experience, and content screens. The rooftop deck features a customization experience. The ground floor experience features a lounge space and bike displays. All of the vehicles were designed with a number of lit elements that can easily be customized to any color we want with a click of button so that once EV is not the main focus we can easily transform the vehicle to focus on a new launch bike.
The Mini Demo Tour Trailers are 40’ trailers that tour the country, mainly to rider focused events. Each trailer holds 6 demo bikes, a display bike and a bike on a Jumpstart. The orange trailer is focused on ICE bikes aka traditional motorcycles. The blue trailer is focused on the EV bike, Livewire. Both have an LED bar & shield selfie nook for social sharing.
The Livewire Sprinter is our most nimble event asset and is used for mainly non-rider events where demo bikes are not needed. The fully customized Sprinter features a lot of custom touches and a fold out stage and ramp that dramatically leads to our Jumpstart experience. You can see the Sprinter in action HERE at its first event.
The Ask: To create a Pub G esports tournament for Prime Day.
The Answer: We created an esports tournament environment where celebrity gamers and Twitch Streamers teamed up to compete. Amazon opened up the invite list on their social media platforms to Pub G fans so they could attend. We created an environment inspired by the game. Guests enjoyed gaming stations, prime viewing areas of the esports action, Amazon Treasure Truck games, custom swag experiences, and food trucks. To end the event Deadmau5 played a set for the crowd.
The Ask: To create an interactive Trolls environment to live in NYC for 1 year.
The Answer: A fully immersive space inspired by key moments in the Trolls movie. The space is created to give kids the best day ever! Follow the Rainbow Path and explore the amazing world of DreamWorks Trolls in an interactive adventure filled with music, activities, and Poppy’s Best Day Ever Celebration!
Hair We Go! Everyone Gets a Little Trollified: Throw your hair in the air with a Troll Transformation by a team of Glitter Gurus at Hair We Go. With a little help from Satin and Chenille, choose from a Troll themed cardboard headband and Trolls-inspired face paint.
Branch’s Musical Mash-Up: Create your own beat with the Forest Critters! At Branch’s Musical Mash-Up, become a “Mix Master.” By working together to create a mini-orchestra with the critters of Troll Village, fill the space with music and colorful lights to lay down the perfect party track for the celebration.
Caterbus: Jump inside a bigger-than-life caterbus filled with floating, glittery gems that you will collect for Poppy’s Best Day Ever! Celebration. As a token of appreciation for helping to gather decorations, Party Pals hand out keepsake badges.
Critter Creek: Play virtual tag & make new friends. At Critter Creek, splash across a virtual creek filled with gems, climb over a tree trunk and play a game of virtual tag. Tag virtual party-goers and make new friends by sharing the party invite on the interactive wall.
Poppy’s Best Day Ever! Discover the Magical World of Trolls in 3D: Grab your 3D Glitter Goggles and get hyped for the coolest, most colorful celebration ever. Poppy’s Best Day Ever! Celebration begins with a big group hug. Led by Poppy, sing and dance as the rainbow world of DreamWorks Trolls comes to life in 3D through magic party lights, colorful visuals and chart-topping, high-energy music.
After Party: Save your experience in a scrapbook! The after party begins at Memory Mile where you can snap post-party pics and create a scrapbook of your Best Day Ever and meet Poppy!
Cupcakes & Rainbows Retail Shop & Café: Before departing or prior to entry time, guests can shop for DreamWorks Trolls-inspired souvenirs and grab sweets and treats from the Cupcakes & Rainbows retail café.
The Ask: To create a memorable experience to enhance the CBS footprint at the Super Bowl in Atlanta.
The Answer: We created a VR experience where the guest feels like they are flying over the city of Atlanta, landing with the game ball in the center of the football field. The build out to support the VR experience was created to bring the parachute experience to life and added a sensory element by placing the guests in a harness and lifting them up in the air.
The Ask: Launch the XBox and Jordan Brand console collaboration during NBA All Star Weekend in Los Angeles.
The Answer: XBox partnered with the NBA Player’s Association, who took over the London Hotel in West Hollywood for the duration of NBA All-Star Weekend. We turned the hotel’s salon into an XBox barbershop. We partnered with celebrity barbers like JayR Mallari, Steph Curry’s barber, to create an experience that would attract the players. Inside we highlighted the XBox/Jordan consoles in our gaming areas and we also gifted consoles to select individuals. We had cuts, blowouts, and nail services available for players, invited celebrities and their families. We also used the space for content creation for the XBox platforms.
The Ask: An easy to activate sampling footprint that travels across the country to sample at various events.
The Answer: A trailer that is customized to feature a large bar that samples from 3 sides so that we can sample as much White Claw as possible, we also do product sales at some events. The sampling area is surrounded by custom lounge furniture that embodies the brand’s “Made Pure” positioning. The space also features 2 branded photo backdrops for social sharing. When the location allows the space also has branded flooring (the muddy Kentucky Derby did not allow for it).
The Ask: To launch a pop up selfie experience to celebrate the launch of a new season of Bridezillas for the WE TV network.
The Answer: An Instagramable space designed to maximize social sharing opportunities and highlight key moments of the show. We created fun, interactive displays to engage superfans of the show. Guests could dress up in wedding dresses, relive their favorite episodes and win bridezillas related swag.
The Ask: To create an environment for Microsoft Surface and XBox at the Special Olympics in Seattle, where Microsoft was the main sponsor.
The Answer: An accessible and collaborative footprint for the athletes, their families, and their fans. We highlighted the XBox Adaptive Controller and had guests compete in friendly gaming tournaments. We also had spaces of low-tech lawn games everyone could participate in.
The Ask: To highlight the intense moments of Fox 9-1-1 and promote season 2 with a pop up in LA for press and consumers.
The Answer: We created an interactive experience at the Westfield Century City with larger than life installations that brought key moments in the new season to life like an illusion photo experience where you appear to hang off a building, a giant snake, and the 9-1-1 call center.
The Ask: To activate Teva’s Bonnaroo sponsorship by providing multiple ways to engage with the brand.
The Answer: We had 3 separate areas of activation on the Bonnaroo grounds. The first was a tent for product sales. We promoted sales in the weeks leading up to ‘Roo so attendees would know we would be onsite. The space featured displays where guests could determine their size and choose from a select number of styles. Almost 200k worth of Tevas were sold.
The second area was in The Grind, which is a large existing structure that features a coffee shop. We turned the space into Teva DIY experience where guests could customize their Tevas. Attendees spent hours perfecting their one of a kind shoes. Additionally we had a stage where bands from the festival stopped in to perform shows. We also had a social currency station where guests could show their social posts in exchange for Teva swag.
The third space was a structure in the artists area. During certain times we had a gifting experience in the space and we also directed artists to The Grind to customize as well.
The Ask: 50x50 tradeshow booth at NACS (National Association of Convenience Stores).
The Answer: An eye-catching 2-story structure that brings the world of Red Bull to life for the B2B audience in attendance. At the center is a massive sampling bar of course, this year highlighting the Red Bull Editions. Red Bull content was highlighted on a can shaped LED piece in the front, another large screen outside, and projection inside the space. For product education we had an interactive retail experience where guests could learn about the new Editions flavors. We also had a VR experience, a Red Bull TV lounge, an interactive green screen photo experience, and a DJ in the space.
The Ask: To create an energy space in NYC for Nike Soccer during the Rio World Cup.
The Answer: A massive pop up space that activated for 7 days with programming including a futsal tournament, World Cup viewing parties for Nike sponsored countries, tech-enabled skills challenges, custom gear shop, and premium product display areas.
The Ask: An Editors’ Conference experience to launch the new Ducati Scrambler motorcycle.
The Answer: We brought the editors from all over the world to The Ace Hotel in Palm Springs and created the Scrambler “Land of Joy” for everyone to experience this brand new bike. The experience included product education, experiential demo rides with surprise and delights along the way, and evening hospitality.
The Ask: To highlight how technology can help people with disabilities through the Google Impact Challenge Disabilities at the Special Olympics World Games in Los Angeles.
The Answer: We created a branded footprint that showcased how Google technology is making life for accessible for those living with disabilities. The 3D printer area was a highlight with a variety of prosthetic designs. The photo and video experience allowed guests to share messages of positivity with the athletes. An interactive experience in the back of the space encouraged guests to share questions and ideas to impact change.
The Ask: A compelling sampling space for 21+ events.
The Answer: A custom shipping container structure that brought to life an unknown (at the time) brand, Juul, and sampled product to adult smokers. The space offered a modern, open-air experience to learn about and try the product.
The Ask: A pop up sampling environment in high traffic locations.
The Answer: A modern take on a Lemonade stand that popped up in high-traffic locations. In Los Angeles we popped up on Abbot Kinney and transformed a parking lot into an Mike’s branded environment complete with mixed drinks and food created with Mike’s, custom ping pong tables, a custom engraving experience, shareable gif experience, and lounge with lawn games.
Influencers and press were invited along with being open to consumers 21+.
The Ask: A branded footprint to tour to music festivals and sample Mike’s Harder product.
The Answer: Mike’s Harder sets itself apart from Hard with a more extreme attitude and brand presence. The space reflects that and features an industrial look and feel highlighted by Molly, our mechanical disco shark!
The Ask: A space at Sundance that is part filming studio for celebrity interviews and part consumer experience that is open to the public.
The Answer: We took over an art gallery on the main street during Sundance to connect with people and bring more awareness to IMDB. The lower level was a hospitality space where people could connect, update their IMDB page, and a meeting space. The upstairs was a VIP area where we filmed a content series where Kevin Smith interviewed celebrities.
The Ask: To create a way for the Mezzetta brand and specifically their pepperoncini product to connect with consumers.
The Answer: We created the Mezzetta table which is a roaming dinner table that can pop up around the country and connect people. The insight was that so many people these days don’t even know their neighbors’ names, so we wanted to bring people together to share a meal. We also invited micro-influencers from the area in addition to 2 larger influencer hosts to create the menu and share the experience on their YouTube channels.
The Ask: To create an experience that “only Nike could do” for Go Skateboarding Day in NYC.
The Answer: We created a floating skate park on a barge so that we could reach the entire city of NYC vs just one part. We also extended Go Skateboarding Day to an entire long weekend of activation. The skate part build was inspired by NYC’s deep culture of street skating and we recreated the most iconic skate spots that no longer exist in the city so the next generation could also enjoy them. We collaborated with local skate retailers to promote and register skaters for the event. Nike SB’s skate team also came to skate with the local kids.
The Ask: An activation outside of the Street League competition where skater could trial footwear and register for the Nike SB app.
The Answer: We created an experience where skaters would trade in their shoes for the newest Nike styles and then get a chance to show what they’ve got on our ramp surrounded by 360 degree cameras for the perfect social share. In addition guests could get educated and customize footwear and could also get custom gear.
The Ask: A tailgate tour to introduce consumers to the new Stillhouse Whiskey brand.
The Answer: A tailgate focused tour where we popped up initially at schools where red was one of their colors to hit home the iconic red can packaging of the brand. A DJ, Shotski experience, lawn games, and photo ops were all part of the experience and we brought energy and school spirit everywhere we went!
The Ask: To launch the new Palm Breeze drink to the media, influencers and consumers in Los Angeles.
The Answer: We partnered with PopSugar to leverage their reach and influencer relationships. We transformed The Viceroy in Santa Monica into a dream “girls night out” with areas dedicated to fashion, beauty and food/drink and was hosted by Shay Mitchell. Each area had influencer hosts. In the fashion area the influencer stylist would help you pick the perfect outfit and we had a live fashion show. In the beauty area we had free blowouts, braids, and nails. The food and drink area had a variety of food and cocktails made with Palm Breeze.
The Ask: To bring awareness to the Xumo brand and their offerings to the Gen Z audience at VidCon.
The Answer: A X-Shaped space that was open and invited the Gen Z consumer in with YouTube personalities hosting live streams, a pop culture inspired photo op and Xumo living room and bedroom sets ups that educated guests on the product in a fun way.
The Ask: Incorporate Microsoft Fresh Paint app into a Special Olympics focused program that demonstrated how Windows 10 was upgrading lives during the Special Olympics World Games in Los Angeles.
The Answer: We brought together iconic LA street artist RISK with Special Olympics athlete Michael Bluechel to co-create a mural to benefit local LA charity STAR Education. In the days leading up to the mural creation we had an art centric footprint at the World Games where athletes and their supporters were encouraged to come in and create themselves on Microsoft Surface tablets and then we displayed their art in the space. RISK and Michael also designed their mural in the space and everyone could follow along the journey on social media. Once their colorful design was completed in Fresh Paint they brought it to life on the side of the STAR Education building and were joined by kids who were part of that program.
The Ask: A pop up shop in Boston to promote the Cotton partnership with Rue La La.
The Answer: We found a great high traffic location that was transformed into a beautiful temporary retail space that promoted the #SummerOfCotton. The pop up was promoted via Rue La La and Cotton platforms and we had lines out the door. Inside guests could shop the collection and we also had an artist inside who would sketch fashion illustrations of our guests for them to take home. We also had a shareable photo wall, and branded shopping bags to give away.
The Ask: To create a branded footprint for Synchrony Bank to activate at Kaboo and to promote their partnership with Guitar Center.
The Answer: Our space was inspired by Kaboo’s focus on art and music. On the front deck of our space we had a screenprinting experience where guests could choose their favorite design for a bandana. Inside they could pose with guitars from guitar center on a dual-branded illustrated backdrop. A collaborative art piece encouraged guests to share what goals they were working towards and a DJ space let guests learn from the pros with equipment from Guitar Center.
In a secondary footprint we had a photo mosaic experience where we turned attendees’ social shares into a giant mural.
The Ask: Adobe gave 6 student content creators the opportunity to travel to 3 of the world’s most incredible unprotected locations armed only with Adobe Cloud Apps. They wanted to give the public the opportunity to see the content the students created.
The Answer: We chose Bloom Square in LA’s Arts District as the perfect location to pop up a projection experience where attendees could feel immersed by the students’ work.
The Ask: To commemorate 25 years of Photoshop at the Adobe Max Show.
The Answer: We highlighted 4 key versions of Photoshop by creating a time capsule of the era within a creative office. We brought in tons of time appropriate props, furniture and hardware so guests really felt like they traveled back in time.
The Ask: An XBox activation space that provides Special Olympic athletes, families and fans a place to connect and play.
The Answer: The space was anchored by XBox gaming stations set up with accessibility in mind. Additionally we had a large Just Dance area with a dance leader and a chalk shout out wall.
The Ask: A Roxy Fitness event that highlighted running, stand up paddle, and yoga. This was an event where guests paid and pre-registered for entry.
The Answer: A friendly competition event in Huntington Beach set up to build community for female athletes. The athletes all received branded gift packages with beach towels and hats to use throughout the day. Influencer hosts joined the athletes for the workouts.
The Ask: A kid-friendly sampling experience in Los Angeles.
The Answer: We popped up at the Americana with a giant glass of milk that bubbled over with actual bubbles capturing the kids’ attention. Additionally we handed out branded bubble wands, twisty straws and of course A2 Milk samples to consumers. We also had a photo experience and celebrity guests and their kids stop by the space.
The Ask: Bark Thins sampling tour experience.
The Answer: We created a Bark Thins Elevated lounge inside a clear box truck and elevated it to be the perfect snack corner. The tour went from city to city spreading the Bark Thins love with games, giveaways and chocolate of course!
The Ask: To bring awareness to the DTS brand through a high profile stunt.
The Answer: We constructed a giant DTS speaker box and placed it on Venice Beach to build curiosity. Then the speaker box magically opened to reveal a performance by Ivy Levan as a huge crowd gathered.
The Ask: To rehab a basketball court in NYC on behalf of YouTube and create an unveiling event with content creators Dude Perfect.
The Answer: We Made Everyday Gameday by creating the Dude Perfect Court in Tompkins Square Park. We constructed a basketball tree and other trick shot challenges for attendees to have their Dude Perfect moment.
