adidas Originals: Coachella Campaign & Event
Agency: HappyLucky
What do you do when you get briefed for a Coachella campaign eight weeks before the event? You get right down to work. With retail, digital and social assets due a few weeks before the big event the team quickly concepted a stylized road trip pit stop and headed out to the desert to shoot, turning assets around in just a few weeks.
As the intermediary between the client and the creative and production teams I worked with all parties to quickly pull together a crew, scout locations remotely and cast models, with assets going into post production immediately after the shoot.
After the shoot wrapped it was time to pivot attention to the event. Expanding the pit stop concept the team created the hands down most buzzed about activation in the Coachella campground… there was even a reddit thread.
Using the adidas branded vintage VW bus featured in the campaign, the event footprint expanded out into the campground with three retrofitted ice cream carts distributing t-shirts and tokens, to drive traffic back to the “hub”. Here attendees could pop their tokens in a gum ball machine for a chance to win everything from a ride on the ferris wheel to a free pair of adidas sneakers, and even an invite to an offsite VIP event, transportation and champagne included.
With just weeks to design and produce event assets it was imperative that communication be clear and timely. As the hub for all project related information I was able to connect dots, move things forward and help the team pivot when issues arose. Overseeing the budget was crucial to the ever-evolving project as was working with two production teams to ensure we had what we needed on site to be successful.
Over the events two weekends more than 13,000 attendees passed through the footprint, some happily waiting up to six hours for a chance to win. At the end of the event adidas had outfitted so many attendees with gear it was impossible to go anywhere and not see the trefoil logo. Not bad for one of the biggest events of the year. Oh, and we came in under budget.
“Our company was brought in to assist in build and production, and all work flow went through Lauren as the lead PM on the project. Her ability to lead, adapt, and execute was as refreshing as it was effective. Lauren has an innate ability to connect with and elevate those around her. Lauren's awareness and understanding of the surrounding landscape allowed her to remain assertive in her decision making while also being empathetic to those she was working with. Lauren creates and fosters an environment of empowerment and without ego. I recommend Lauren to any company looking for a leader to serve and elevate their brand's vision on their next project.”
