An invitation-only immersive whisky tasting experience that toured 10 cities in 12 weeks.
AGENCY: The Loveshack
MY ROLE: Creative Producer
Agency:WINK USA INC
Client: Bud Light Seltzer
Event: Touring activation for Bud Light Seltzer to 5 festivals in the USA.
Location: Lollapalooza (Chicago), Music City Grand Prix (Nashville), Life is Beautiful (Las Vegas), Firefly (Dover) & Governors Ball (New York City).
When: 2021
Guests: between 300-500 per any given time at the activation, between 30.000 and 100.000 per day at the festivals.
Role: Creative Producer
Photographer:Kevin Condon
Throughout history, countless musicians have been captured with Jack Daniel's by their side, whether it be on
stage or between gigs at roadside motel rooms. House No. 7 was created in inspiration of this journey as a multi-channel, multi-city marketing platform based on a music-fueled roadside motel. And what is every music fan’s dream? To live the rock’n’roll life of their favorite band where the lines between real and the imaginary blur.
House No. 7 has been activated across multiple cities for the past 3 years where guests have been greeted with the booming of musical guest performances upon the barrel stage, multiple themed guest room experiences,
private tastings, virtual tours of Lynchburg, an underground speakeasy, and various acting talents.
AGENCY: Mirrorball
MY ROLE: Set Decoration/ Props/ Antiquing/ Wardrobe Styling/ Hair and Makeup Direction/ Talent Hiring and Wrangling/ Promo Items/ Onsite Manager/ Reconciling all departmental budgets
Room No. 7 New York is a timeless reinvention of the classic speakeasy that brings to life a sleek, sophisticated stylization of the Jack Daniel’s aesthetic. The color palette references both the industrial and natural components of the distillery brought to life in a modern New York City lounge. The brand’s origins are reflected through the burnished and charred woods, copper accents, and limestone details.
This speakeasy was created to serve as an impactful physical space that brings to life the Jack Daniel’s brand stories and history. It is an exclusive event space in which the brand’s guests are able to savor the rich flavors of carefully crafted Jack Daniel’s cocktails, enjoy live music, lounge in the Sinatra-inspired room, experience private tastings, and mingle throughout the night.
AGENCY: Mirrorball
MY ROLE: Creative Producer/ Art Direction
Jack Daniel was a Renaissance man, unrestrained by typical stereotypes. An everyman, creator, maverick, and explorer – he lived his life on his own terms. Inspired by the man himself, these unique archetypes are what guide the brand today and give Jack Daniel’s a unique story.
For the celebration of the 150th anniversary of the distillery, the best place to bring to life such a multi-faceted brand is marked in the history of Jack itself. A place that helped the brand survive during prohibition and still lives on as cultural hub in Lynchburg. Jack Daniel’s presents “The Lynchburg General Store: “Celebrating 150 Years of Craft and Independence”.
AGENCY: Mirrorball
MY ROLE: Creative Production/ Merchandising/ Set Decoration
In celebration of its 25th year and New York origins, Arizona enlisted Mirrorball to open a pop-up at a 1,400-square-foot empty retail space in SoHo selling '90s-style fashion. From May 16 to 21, the consumer-facing store featured colorful merchandise and displays inspired by the patterns and prints unique to Arizona.
Comprising more than 100 custom-designed pieces and priced from 99 cents to nearly $400, the merchandise bore the familiar checkerboard and cherry blossom designs printed on Arizona’s iced tea cans. The “Great Buy 99¢” logo, a distinctive element of Arizona’s packaging, also featured prominently in the design.
AGENCY: Mirrorball
MY ROLE: Creative Production
LUNA RISING – A FULL-MOON INSPIRED, MULTI-CITY UNDERGROUND VARIETY SHOW INSPIRED BY THE MYSTERY, FRENZY, AND POSSIBILITIES THAT IGNITE UNDER THE ENIGMATIC LIGHT OF THE FULL MOON.
AGENCY: Mirrorball
MY ROLE: Creative Production
As the Most Interesting Man departed for Mars, he left behind his most Coveted Collection items for the world to enjoy in his absence. In celebration of the legend and his most epic adventure yet, Dos Equis opened the vaults at each of his extraordinary estates and auctioned off his Coveted Collection to his closest friends.
Actors, clad in costumes that corresponded with certain Coveted Collection items, encouraged guests to participate in mini challenges to earn Dositas. Each challenge was assigned a value, rewarding guests with 5k, 10k, or 15k in Dositas.
AGENCY: Mirrorball
MY ROLE: Creative Production
Nautilus South Beach was the site of an interactive installation series called Artxtra, a new arts initiative presented by bottled water brand Perrier to support emerging contemporary artists. The series was unveiled November 30 during an event co-presented with Interview magazine and produced by Mirrorball in the Nautilus Cabana Club Beach Tent.
AGENCY: Mirrorball
MY ROLE: Creative Production
Pandora has changed the way true music fans discover and listen to music. Smart insights and years of listening has given the streaming service’s users the chance to curate music for their lives, their moods, and for the world around them.
For the last 5 years, Pandora has thrown the concert of the year every December, with both fans and users of Pandora lining up around the block in the cold and snow for a chance to get into the free celebration featuring their favorite up-and-coming artists.
And in 2017, Pandora’s newest campaign, Sounds Like You, rewarded true music fans with a look into their favorite artists’ personal playlists.
Our task? To take the core tenants of Sounds Like You and celebrate the incredible originality and creativity of music fans with the best, craziest, loudest concert of the year. From creative production for the massive venue, stage design, sponsorship and bar design, and overall production, The Mirrorball team was agency-of-record for this once-in-a-lifetime experience.
AGENCY: Mirrorball
MY ROLE: Creative Production
On the eve of Fall Fashion Week, Perrier invited New York’s most extraordinary taste makers to savor the final flavors of summer.
Guests entered the exclusive rooftop of the William Vale Hotel to discover a refreshing rooftop lounge inspired by the artwork of AKACorleone. Within, they sipped crafted Perrier Flavor cocktails and discovered an evening of live music and Instagrammable moments—all accented with an extraordinary view of the summer sun, setting behind the Manhattan skyline.
AGENCY: Mirrorball
MY ROLE: Creative Production
In the midst of New York City’s Financial District, Dos Equis threw an extravagant Masquerade within an abandoned bank vault along the historic cobble stone alleys of Wall Street.
Throughout the night, consumers where transported to unexpected corners beyond the grandiose ballroom, where immersive experiences awaited. From the little speakeasy where only little beers were served (by only little people) and the dark magic illusionist to the poker playing dogs and the serenading art band, consumers were reminded what awaits them once masked at the entrance.
With over 1,600 guests in attendance and over 8,000 beers consumed, the Dos Equis Masquerade proved once again it was a night that couldn’t be missed.
AGENCY: Mirrorball
MY ROLE: Creative Production
To celebrate the October 2018 launch of Artisty's™ newest line - Artistry™ Studio NYC Edition - Amway tapped Mirrorball to bring to life the online energy and engagement of Artistry™ social media with an offline multi-city launch event. The event creatively showcased Artistry™, the youth-targeted beauty products from Amway to provide an interactive, socially shareable beauty experience that brings New York City's signature energy and excitement to Austin, Miami, and Chicago.
Artistry™ encourages their consumers to LIVE vibrantly and CREATE freely. This activation commenced by transporting guests to the bright lights, non-stop energy, and unbridled creativity of the city that never sleeps; New York City! From there, we moved to Austin, Chicago and Miami.
Inspired by Lady JDay's colorful art and the kinetic energy of NYC, The Studio by Artistry™ was an environment where guests were encouraged to unleash their inner artist and create their best self as they explored the full line of Artistry™ Studio NYC Edition products.
Multifunctional stations lived throughout the space and were used for product display and beauty-focused engagements including makeup demos, expert applications, product education and sampling. An open frame design delineated distinct spaces while allowing the eye to travel, uninterrupted by walls. This also encouraged guests to experience products with an element of organic discovery as they move through and around the frames.
AGENCY: Mirrorball
ROLE: Creative Production
