Experience Design : VMAs x Pepsi

Project Overview

As a team of six, we strategized and designed the Missy Elliot Museum pop-up experience in Soho, NYC, sponsored by Pepsi and the VMAs. This interactive exhibit featured photo moments and activities correlating with Missy Elliot's iconic albums and music videos.

• Art Director & Design Lead | Team of 6 | 2 Months
• Services: Graphic Design | Concept Design | Art Direction
• Industry: Entertainment | Music

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Objectives

Capture a braod audience through the implementation of brand activations that emulate Missy Elliot's top Album's.

• Create an interactive museum experience celebrating VMA honoree Missy Elliot.
• Inspire fans and honor Missy Elliot's contributions to music and culture.
• Align with the brand identities of both Pepsi and the VMAs.

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Process

My role was to lead a cross-functional team through every stage of the project insuring brand, social media, and tech integration for memorable engagement.

• Concept Development: Brainstormed ideas and themes that resonated with Missy Elliot's brand and her fanbase while considering the distinct branding guidelines of Pepsi and the VMAs.
• Design Strategy: Outlined the visitor journey, ensuring a cohesive and engaging experience that balanced both Pepsi's and the VMAs' design directions.
• Art Direction: Directed the visual and experiential elements to align with Missy Elliot's artistic vision while integrating Pepsi's vibrant and bold aesthetics and the VMAs' edgy and modern style.
• Graphic Design: Developed all visual materials, including signage, digital displays, and interactive elements, ensuring a harmonious blend of both brands' identities.
• Prototyping: Created mock-ups and prototypes to test and refine the experience, ensuring that both Pepsi and the VMAs were satisfied with the final execution.

The most important aspect of all processes was ensuring that the final experience was not only visually stunning but also balanced the design preferences of both Pepsi and the VMAs, achieving a harmonious middle ground.

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Design Outcomes

The Missy Elliot Museum pop-up featured 10 immersive installations, seamlessly blending Pepsi's vibrant branding with the VMAs' modern style, resulting in a uniquely engaging experience.

The Missy Elliot Museum pop-up featured immersive installations that allowed visitors to engage with Missy's music and videos in innovative ways. The design successfully integrated Pepsi's dynamic and colorful branding with the VMAs' contemporary and cutting-edge style, creating a unique and memorable experience.

Impact

The museum's high engagement led to an extended duration and an exclusive after party with Missy Elliot, resulting in widespread praise, enhanced fan loyalty, and positive reflections on both sponsors.

• Exclusive After Party: The project culminated in an exclusive after party attended by Missy Elliot, further enhancing the event's prestige and fan excitement.
• High Engagement: The museum attracted thousands of visitors, generating extensive social media coverage and fan interaction.
• Positive Feedback: Fans, critics, Pepsi, and the VMAs praised the experience for its creativity and homage to Missy Elliot's legacy.
• Extended Engagement: Due to its success, the museum's duration was extended, allowing more fans to experience the exhibit.
• Memorable Experience: Visitors left with a deeper appreciation for Missy Elliot's work, enhancing her cultural impact and fan loyalty, while also positively reflecting on both sponsors' involvement.

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