MEDIA FEATURE: AdWeek

For Essence Festival's 30th birthday, AT&T Dream in Black demonstrated its dedication to connecting through culture by celebrating from July 4th-July 7th. Our goal was to create an experience that felt celebratory, connected and above else, authentic to the culture.

We did so by taking attendees on a journey through the last 30 years of the culture, showcasing the best of the 90s, 2000s, 2020s and beyond.

From an AI photobooth to creative giveaways and interactive experiences, we created a cohesive, culture-driven activation. We also included moments and performances from the following:

Aux Cord Wars
R&B Money Podcast hosted by Tank and J. Valentine
Jadakiss
Connecting Through Culture Panel with KevOnStage, Cari Champion and Affion Crockett
DJ Diamond Kuts
Jeremih
Cory Townes
Arin Ray
Mya

Giveaways exceeded expectations resulting in over 20k impressions driving 118 retail sales at SOKO MRKT and 3,282 premiums given away at The GIFTed Bar.

With more than 103K+ impressions across all touchpoints, The Connected Stage boasted an average dwell time of 18 minutes.

Season: Summer 2024
Key Role: Associate Creative Director
Key Activation: 80x80 footprint at New Orleans Ernest N. Morial Convention Center
Key Assets: Digital, motion, physical signage