client: POPSUGAR Inc
duties: Creative Direction, NewFront Experiential
POPSUGAR is taking on a new tone, and wanted their NewFront presentation to reflect a more authentic approach that got back to the basics of content—to inspire people to action under their theme, We Rise, We Shine. With that, my team and I crafted a series of interactive experiences that took on a more analog tone, to balance out POPSUGAR’s digital content presentation on the main stage. The first was a candy wall that also became a live “metric” that reflected the room’s answer to the question “What Does The World Need More Of?” We also used our longest wall to turn their step & repeat/branding wall into a live “messenger service” where guests could approach and open envelopes that contained inspiring messaging and brand information. In addition to vintage catering selections like milkshakes and grilled cheese, we crafted an experience that broke through the packed week of presentations based on it’s simplicity, design and nostalgia in execution.
Creative Production: INVNT
Producers: Christina Cain, Samantha Devine
Technical Director: Daniel Jorgen