The Challenge:
Refresh the Heineken House experience after a 2 year Coachella hiatus due to Covid-19 related cancelations.

Brand Insight
People are increasingly overwhelmed by the pressure of knowing what's new and relevant, and sometimes forget to enjoy the movement.

The idea
Create an inclusive environment that makes people feel like they are in a friends backyard party, and curate it with the most diverse music line up to date. The result was an intentional environmental design and talent curation that represented over 7 nationalities across 15 different genres of music.

My role
Lead overall brand strategy and creative direction of the “You Are here” brand activation at Coachella. Built and led a diverse team of creatives to curate an inclusive experience.