I joined Refinery29's experiential team to develop and pitch creative strategy to prospective brands for the 29Rooms Expand Your Reality international tour. My time was split developing strategy for a diverse range of new business opportunities (including Stella Artois, Nike and Star Wars) and executing creative visions for clients participating in 29Rooms Toronto.
EXPERIENTIAL CREATIVE DIRECTION / BRAND STRATEGY / MATERIALS & FABRICATION CONSULTING
We created an over the top lash exhibition, showcasing Covergirl’s Uncensored Mascara by taking the texture and silhouette of big, bold lashes and reimagining them into a larger-than-life, wall-to-wall design treatment. Covergirl’s room commands attention, invokes joy and inspires boldness in our guests through interactive textiles, fringe, arresting imagery and plenty of social sharing opportunities.
We curated a larger than life experience for our attendees that imbued milk with the fantastic ability to transform its environment and reveal its best attributes. By letting milk freely interact with the space, we delighted attendees with beautiful visuals and interactivity that reinforce milk at every turn. Artful, interactive touch points highlighted milk’s best characteristics, juxtaposed over a crisp white backdrop that shook up guests’ perceptions of milk and created buzz for Dairy Farmers of Ontario.
