Experience Design : Verizon

Project Overview

I contributed to the strategic planning and design of multiple pop-up experiences to celebrate the launch of Camila Cabello's 2019 album. Over the course of three months, we crafted unique and immersive activations to surprise and engage her fans in Los Angeles.

• Senior Experiential Designer | Team of 4 | 3 Months
• Services: Brand Strategy | UX Research | Experiential Designer
• Industry: Entertainment | Music

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Objectives

Design Camila Cabello 2019 Album inspired immersive pop-up experiences

1. Surprise and Delight Fans: Create memorable and instagrammable pop-up experiences around popular areas in LA.
2. Physical Manifestations of the Album: Design activations that reflect the themes and stories of Camila Cabello's music.
3. Boost Fan Engagement: Enhance fan interaction with the artist’s brand through creative and engaging environments.

Process

Conducted power analysis and selected appropriate design methods to insure impactful user outcomes.

1. Concept Development:
   • Brainstormed and refined ideas that aligned with the album's themes.
2. Design Strategy:
   • Formulated a cohesive strategy to integrate various elements into a unified experience.
3. Art Direction:
   • Provided art direction to ensure visual consistency and brand alignment.
4. Graphic Design:
   • Created visually appealing graphics and promotional materials.
5. 3D Modeling:
   • Collaborated on the development of 3D models to visualize and plan the physical space for each activation.

The collaboration between the design and marketing teams resulted in valuable user insights and the development of impactful marketing campaign strategies.

Design Outcome

Led to 20% increase in brand awareness and 15% growth in merchandise sales.

1. Branded Merchandise Store:
   • Designed a pop-up store featuring exclusive, branded merchandise.
2. Branded Ice Cream Truck:
   • Conceptualized and executed a branded ice cream truck offering themed treats.
3. Immersive Art Installation:
   • Created an art installation inspired by the music video "Liar," featuring physical love letters and immersive elements that brought the video’s story to life.

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Impact

The activations resulted in 50% increase in fan engagement and 1.5 Million live stream views.

1. Fan Engagement: The pop-ups generated significant buzz and excitement among fans, creating a highly shareable social media moment.
2. Brand Awareness: Increased visibility for Camila Cabello's album through strategic placement and visually striking designs.
3. Memorable Experiences: Delivered unique and memorable experiences that deepened fan connection to the artist and her music.