Objective: Execute a branded music-festival takeover experience — as part of Texas A&M’s sponsorship of The FADER’s Sessions in Austin — that reinforced ’47’s alignment with culture, music, and authentic fan-lifestyle positioning.
My role / contribution: I led the entire creative direction from concept through production, built the spatial and content framework for the takeover environment (including set-design, branding, and event mechanics), and produced live music content to deepen fan engagement and differentiation for the brand.
Key highlight / impact: Delivered a distinctive brand activation that positioned ’47 at the intersection of sports style and music culture, strengthening its relevance with the young-creative audience and demonstrating the ability to innovate beyond traditional fanwear channels.
The stage design was built to emphasize the live experience of a small club; we created a "speaker forest" comprised of vintage guitar amps, reel-to-reels, and old stereo components. We then reduced the standing room by half, to create a more intimate connection with the artist and visitor. The result was an experience which put up and coming artists within reach of their fans.
Marketing materials consisted of band posters and social posts which call back to the "speaker forest."
The set was dressed with large format prints of a gymnasium. These facilities house a range of sporting events which is what '47 is all about, but also hosts music. Nirvana's "Smells Like Teen Spirit" video was a source of inspiration for us. Rather than searching for images of a gym, we built one in 3D which allowed us to brand it and adjust the camera to find abstract angles for the prints. We then "remixed" the images to a distorted half-tone to allow the images to fall into the background and change with the lighting.
